New Delhi: Hindware, a bathware brand, has launched #TwoVoicesOneUpgrade, a dual-brand influencer campaign that brings together two distinct creator voices to strengthen engagement across its mainstream and premium portfolios.
As part of the campaign, Hindware partnered with stand-up comedian Gaurav Kapoor, while its premium brand Queo collaborated with finance creator and entrepreneur Sarthak Ahuja, creating what the company describes as a first-of-its-kind dual-brand influencer strategy.
Designed to align with the distinct positioning of both brands, the campaign leverages creator-led storytelling to connect with evolving consumer aspirations and lifestyle choices.
The collaboration was executed through native Instagram-first reels published on the creators’ personal handles, using formats tailored to their respective audiences. Gaurav Kapoor’s content adopted a live stand-up and crowd-work approach, drawing on relatable couple interactions and everyday conversations around home spaces. Sarthak Ahuja’s reel followed his signature insight-driven style, focusing on changing consumer aspirations and premium home upgrade decisions.
With over six decades of presence in Indian homes, Hindware said the collaboration reflects its intent to remain culturally relevant while connecting with younger audiences through familiar and trusted voices.
Gaurav Kapoor, known for observational humour and a strong digital following, was chosen to represent Hindware’s appeal among aspirational Indian households. Queo’s association with Sarthak Ahuja reflects the growing consumer inclination toward premium, design-led experiences and thoughtful lifestyle investments.
Commenting on the campaign, Arunima Yadav, VP & Head of Marketing, Hindware Bathware & Tiles, said, “We didn’t start with a follower count. We started with a question: who does our consumer trust, and why? Gaurav’s comedy is rooted in the same aspirational Indian households, home conversations, and everyday realities that Hindware has been part of for decades. His audience deeply cares about their homes, the spaces they build, and the comfort they create within them, which makes this association feel authentic and intuitive. And Sarthak’s audience has already self-selected as people who think carefully about value, design, aspiration, and long-term decisions, which is exactly the mindset a Queo buyer brings to creating a premium bathroom space.”
Through #TwoVoicesOneUpgrade, Hindware aims to deepen relatability while reinforcing the differentiated identities of Hindware and Queo, using creator-led narratives to engage consumers across varying lifestyle aspirations.
The campaign also reflects the broader shift in brand communication, where influencer partnerships are increasingly being built around audience alignment and cultural relevance rather than scale alone.
