Eureka Forbes has launched a new campaign for its Aquaguard Nanopore Long Life Filters called ‘Stop. Check. Relax’. The campaign focuses on a simple yet often overlooked step in water purifier servicing: verifying that the replacement filter being installed is genuine.
The campaign highlights that a water purifier’s performance depends not only on the machine itself but also on the quality of its filter. According to tests conducted at IIT Madras, ordinary filters may not effectively remove contaminants such as pesticides, lead, mercury, and arsenic. Aquaguard Nanopore Long Life Filters are designed with multi-stage purification technology and ultra-fine pores to help remove contaminants, including microplastics, uranium, viruses, and bacteria.
The campaign is built around a familiar household scenario in which a husband and wife question the replacement filter installed during a routine service visit. Through this everyday interaction, Eureka Forbes encourages consumers to take a moment to verify the filter’s authenticity before it is fitted.
According to the company, this campaign aims to raise awareness of the importance of genuine replacement filters for maintaining purifier performance and ensuring consistent water purification over time.
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.”
He further added, “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.”
He further added, “‘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.”
