Evocus, is a functional beverage brand known for its Black Alkaline Water. 2025 saw Evocus do initiatives
• Launch of a CGI-led video explaining how Black Water works in the body
• Entry into the Ready-to-Drink space with Hydration IV Electrolyte Drink
• Category expansion with the world’s first Black Soda for the HoReCa industry
• A collaboration with the series ‘Bads of Bollywood’, featuring a special cameo
Medianews4U.com caught up with Aakash Vaghela founder, MD Evocus
Q. Could you talk about the various initiatives done by Evocus in 2025 from using CGI to entering new categories? What has been the outcome?
2025 was a defining year for Evocus because it marked a shift from being an innovative product to becoming a well-understood category.
One of our most important initiatives was the use of CGI-led storytelling to explain the science behind black alkaline water. Instead of telling consumers what the product does, we showed them how it works inside the body. This significantly improved comprehension, trust, and recall, and we saw a direct lift in inbound retail enquiries, trial, and repeat consumption.
At the same time, we entered newer, adjacent categories such as sports hydration and HoReCa-focused innovations like Black Soda. These moves helped Evocus transition from a single-product disruptor into a broader premium portfolio. The outcome has been stronger brand credibility, higher consideration across use cases, and accelerated demand across online, quick commerce, and offline channels.
Q. In 2026 what is the gameplan going to be to build on the momentum achieved in 2025?
In 2026, the focus will be on scale with discipline. We will build on the awareness and credibility created in 2025 by deepening distribution, increasing frequency of consumption, and expanding usage occasions.
This means sharper execution across modern trade, quick commerce, and HoReCa, supported by more market-specific communication. Innovation will continue, but with a stronger emphasis on relevance and adoption rather than just novelty. The goal is to move Evocus further into daily routines, not just discovery moments.
Q. In 2026 will every marketing activity and campaign need to have a clear line of sight to business outcomes before starting?
Absolutely. As the category matures, marketing has to be accountable. While brand building remains critical, every campaign will be designed with a clear objective, whether it’s driving trial, improving repeat, expanding distribution, or increasing basket value.
The intent is not to limit creativity, but to ensure that creativity works harder for the business. Marketing and growth can no longer operate in silos.
Q. Is the focus going to continue to rest on educating consumers and being transparent in communication?
Education and transparency will remain at the core of everything we do. As category creators, our responsibility doesn’t end once awareness is built. From day one, we have believed in being completely transparent with our consumers.
In fact, Evocus is among the very few beverage brands to publicly share its clinically trialled reports on our website, allowing consumers to see the science, understand the research, and make informed choices about what they consume.
Consumers today are discerning and want clarity on ingredients, functionality, and outcomes. In 2026, our communication will continue to simplify science, avoid exaggerated claims, and focus on honest, evidence-led storytelling. This commitment to transparency is what builds trust and ultimately converts curiosity into long-term loyalty.
Q. How big a role will predictive analytics play in areas like scaling modern trade and e-commerce channels in 2026?
Predictive analytics will be central to how we scale. In 2026, decisions around inventory planning, city-level expansion, SKU prioritisation, and channel investments will be increasingly data-led.
Analytics will help us anticipate demand instead of reacting to it, reduce inefficiencies, and improve availability across modern trade, e-commerce, and quick commerce. This will allow us to grow faster without compromising on service levels or brand experience.
Q. Since they are different from millenials are Gen Z and Gen Alpha forcing players in this category to rethink marketing and communication?
Very much so. Gen Z and Gen Alpha engage with brands differently. They value authenticity, visual storytelling, speed, and purpose over traditional brand narratives. This shift is pushing the category to rethink tone, formats, and platforms.
For us, it means being sharper, more visual, and more culturally relevant, while still staying rooted in functionality and credibility. It’s less about telling them why a product is premium and more about showing how it fits naturally into their lifestyle
Q. Microdramas are replacing short form videos in content consumption. Will Evocus look at this using this format to highlight the everyday benefits of its products? Is a lack of awareness of making effective use of the microdrama format a challenge?
Microdramas are an emerging format, and while we haven’t actively explored this space yet, it’s something we’re observing closely. As content consumption continues to evolve, formats that allow storytelling in a more engaging and less promotional manner are definitely worth evaluating.
For Evocus, any new format has to feel natural to the brand and genuinely add value to how consumers understand and relate to the product. The bigger challenge isn’t awareness of the format, but ensuring it’s executed with authenticity and relevance. If and when we choose to explore microdramas, it will be with a clear intent to integrate the brand seamlessly into everyday moments, rather than forcing a narrative that feels gimmicky or disconnected from our core values.
Q. How did the tie up with ‘Bads Of Bollywood’ come about? What have been the learnings from this?
The collaboration with *Bads of Bollywood* came from a shared intent to engage audiences through humor, relatability, and cultural relevance. It allowed us to break away from conventional wellness communication and connect with consumers in a lighter, more engaging way.
What made the association particularly effective was the subtle integration of the product within the storyline. Seeing a celebrity character casually sipping black water felt organic and relatable. In many ways, it reflected an existing perception, black water has often been associated with celebrity lifestyles, and this portrayal reinforced that familiarity without being forced or promotional.
The key learning from this collaboration was that when content aligns seamlessly with the creator’s universe and mirrors real consumer behaviour, it delivers stronger engagement, recall, and cultural resonance than traditional brand-led messaging.
Q. Is branded content going to be a key focus area in 2026?
Yes, branded content will play a bigger role in 2026. As consumers become increasingly resistant to overt advertising, content-led storytelling offers a more effective way to build affinity and trust.
Our focus will be on partnerships and narratives that integrate Evocus naturally into culture, wellness, and lifestyle conversations rather than standalone promotions.
Q. In terms of on-ground sampling programmes how effective have these been in brand building in 2025? What is the expectation from them in 2026? Will these be done in shopping malls, music festivals?
On-ground sampling has been highly effective for Evocus in 2025, particularly in driving trial and building familiarity with the product. For a functional beverage, firsthand experience makes a meaningful difference in helping consumers understand the benefits and integrate it into their routine.
We’ve partnered with several sports communities and marathon platforms, including the SBI Green Marathon, Get Wet Fit, and The Good Sole Club, where Evocus has served as the hydration partner. These associations have helped us reach varied audiences and provide consumers with a real, experiential introduction to the brand.
In 2026, we plan to expand sampling across high-footfall environments such as fitness-led spaces, and music festivals. The focus will be on moving beyond awareness to driving conversion and repeat consumption.
Q. The company in 2025 launched the world’s first Black Soda for the HoReCa industry. What further launches can one expect in 2026? Is the criteria before launching a product the fact that it must be 10X better than what is already available?
Innovation will continue to be a strong pillar in 2026, but with a clear filter. Any new product we launch must solve a real consumer or industry need and significantly outperform existing options, whether in functionality, formulation, or experience.
We are exploring extensions within hydration and wellness that align with our premium and performance-led philosophy, especially across institutional and lifestyle-led consumption spaces.
Q. One goal of Evocus is to expand the presence in global markets. In 2026 which markets will be targeted?
We are already available in the UAE, Nepal, and Bahrain, and our immediate focus is on deepening our reach and expanding further within these markets.
By building strong local partnerships and leveraging premium retail and hospitality channels, we aim to establish Evocus as a go-to functional hydration brand in these regions.
