Mumbai: Eureka Forbes has launched a new campaign with Madhuri Dixit for its leading product Aquaguard. The campaign is planned by Taproot Dentsu and produced by YellowLifafa with the tagline 'pani mein Zinc aisa kahaan hota hai… jahan Aquaguard hota hai.'

The newly launched copper and zinc cartridge will be present across the Aquaguard range. The campaign will be launched across all media channels and platforms.

It features the famous Madhuri-Dadi jodi, both played by the Bollywood actor. The ad showcases Aquaguard’s technological superiority by enriching water with the goodness of copper and zinc. Madhuri as dadi exhibits nonchalant confidence using the line 'jahan Aquaguard hota hain.'

The new technology by Eureka Forbes, Active Copper Zinc Booster Cartridge infuses Copper and Zinc ions into the water to give not just pure but enriched healthy water also. When water passes through the cartridge, zinc and copper infuses with it offering the double goodness of both, said the brand in a statement.

Talking about the campaign, Eureka Forbes managing director Marzin R Shroff said, “Aquaguard as we all know has always been a pioneer in water purification. With copper and zinc ionic infusion, our new range focuses on the goodness of both copper and zinc. We continue our endeavour of developing innovative technologies to meet the ever changing needs of our consumers in order to build a healthier India.”

Taproot Dentsu India executive creative director Yogesh Rijhwani commented, “When we talk ‘Madhuri’ and ‘Aquaguard,’ the one word that comes to mind is ‘legacy!’ It’s that legacy factor and the bond that India shares with both the actor as well as their home water purifier – that helped us shape this campaign. She was obviously fabulous to pull this off with such ease – it was a pleasure to create this campaign!”

Eureka Forbes brand ambassador Madhuri Dixit said, “Our generations are changing but certain old-time habits are still intact! Aquaguard’s copper + zinc innovation is something I’ve always believed in – it made the belief in the communication message stronger. It was fun to do another ‘old generation vs new generation’ role yet again!”