Mumbai: Eureka Forbes Limited, a health and hygiene company, has launched a new campaign for its Aquaguard Nanopore Long-Life Filters titled ‘Stop. Check. Relax.’ The initiative is aimed at encouraging consumers to make more informed servicing decisions by verifying that only genuine Aquaguard Nanopore Long-Life Filters are installed in their water purifiers.
Built around an everyday but often overlooked servicing moment, the campaign seeks to reinforce a critical message: the effectiveness of a water purifier depends significantly on the quality and authenticity of the filter working inside it.
As concerns around water quality continue to rise, the campaign draws attention to the role replacement filters play in ensuring continued purification performance and protection. According to tests conducted at IIT Madras, ordinary filters may fail to remove contaminants such as pesticides, lead, mercury, and arsenic present in water. Aquaguard Nanopore Long-Life Filters are designed with advanced multi-stage purification technology and ultra-fine pores to remove contaminants including microplastics, uranium, viruses, and bacteria, supporting cleaner and safer drinking water.
The campaign film captures a relatable household interaction between a husband and wife during a routine service visit, where a simple prompt encourages a closer look at the filter being installed. Through this narrative, Eureka Forbes aims to remind consumers that selecting a water purifier is only one part of the process, while maintaining purifier performance requires equal attention to replacement filter quality.
The campaign also underlines the importance of using genuine filters to help preserve purification standards and deliver reliable long-term performance.
Speaking about the campaign, Anurag Kumar, Chief Growth Officer, Eureka Forbes said, “Consumers today are increasingly aware of the risks posed by contaminated water sources. However, many may not realise that the performance of a water purifier is closely linked to the quality and authenticity of the filters installed inside it. Through the ‘Stop. Check. Relax.’ campaign, we aim to raise awareness about the importance of choosing genuine Aquaguard Nanopore Long-Life Filters that are designed to deliver reliable purification performance and long-term protection.”
Kapil Batra, President, TBWA Lintas, said, “The insight behind the campaign was simple: when it comes to water purifier servicing, consumers often focus on getting the job done, but may not pay enough attention to the quality of the replacement filters being installed. Through a familiar everyday household conversation, we wanted to remind consumers that a small act of vigilance can make a meaningful difference. ‘Stop. Check. Relax.’ is a simple yet powerful message that encourages people to verify they are getting genuine Aquaguard Nanopore Long-Life Filters and enjoy greater peace of mind.”
As part of the initiative, Eureka Forbes is also offering a Free Filter Check service to help consumers verify the filters installed in their water purifiers. Consumers can access the service through the company’s toll-free number or website and have their filters inspected by an authorised Eureka Forbes service technician at no additional cost.
The campaign is expected to strengthen awareness around preventive maintenance and encourage consumers to adopt more informed water purification practices while reinforcing Aquaguard’s positioning around trusted protection.
