After a multi-agency pitch earlier this month, the brand mandate for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions was awarded to Taproot Dentsu.
Commenting on the association, Marzin R Shroff, MD and CEO at Eureka Forbes Limited says, “Taproot Dentsu’s creative ideas and holistic approach resonates with our ideology and strategy. We are confident that the agency’s understanding of our business and categories will help us in making our brands more engaging, intriguing and relevant to all our stakeholders. We wish the team success and look forward to an exciting journey together. I would also like to acknowledge the contribution of Triton Communications that has helped us create and build our iconic brands over the last three decades.”
Commenting on the association, Umesh Shrikhande, CEO, Taproot Dentsu, says,”Aquaguard from Eureka Forbes is a brand that has been a leader and pioneer in the water purification space. For most Indian consumers, the name is synonymous with the category. The work they have done spanning visionary R&D, specialist selling and social initiatives is staggering. It is our privilege to get this opportunity to help the brand strengthen its leadership position. Equally, we are excited to work on their other important brands like Euroclean Vacuum Cleaners, Aeroguard Air Purifiers and EuroVigil Security Solutions which are leaders in their own right”.
Commenting on the campaign, Santosh Padhi, co-founder and chief creative officer, Taproot Dentsu, says, “It is always challenging to create sharp and memorable communication for a rational/scientific category. More so when you are dealing with a respected leader brand like Aquaguard. We will pull out all stops to make sure that we create winning communication that’s differentiated.”
Pallavi Chakravarti, executive creative director, Taproot Dentsu, Mumbai says,”From being chosen by default to being asked for by design – that is the only way to make a leader’s position even stronger. And it is what we will strive to do with a brand of Aquaguard’s iconic stature. We are looking forward to the journey.”