Campaign Spotlight

Campaign Spotlight: Taproot Dentsu brings back the famous double role campaign played by Madhuri Dixit for Aquaguard

MUMBAI, INDIA — Taproot Dentsu (A dentsuMB Company), the creative agency from the house of dentsu India, has brought back the famous dadi-poti (grandmother-granddaughter) duo, both roles played by Bollywood Superstar, Madhuri Dixit. The campaign from the house of Aquaguard highlights one of the brand’s greatest USP, Active Copper.

For the record, Aquaguard had earlier launched a campaign in 2019, featuring Madhuri Dixit in this double role. Pitting a dadi and a poti against each other was an engaging way to capture the dichotomy of traditional wisdom with the smart innovation in the form of Aquaguard with Copper. Since then, the sales have been on the ascent and this has prompted further support for the copper offering.


In the fresh film, the dadi-poti pair are not pitted against each other anymore but have joined forces to propagate the virtues of Aquaguard with Active Copper. The film showcases the two outwit a hapless neighbour, emphasising that any water purifier that doesn’t provide copper-infused water operates on dated technology.

Yogesh Rijhwani, Executive Creative Director, Taproot Dentsu

Commenting on the campaign, Yogesh Rijhwani, Executive Creative Director, Taproot Dentsu, Mumbai said, “Having created the character of dadi who appears meek but is actually sassy, we stayed true to her persona in this leg of the campaign too. Knowing that consumers find this Madhuri duo synonymous with Aquaguard, especially the copper variant, gave us the liberty to take the narrative forward and let dadi do the talking.”

Sameer Wanchoo, CMO, Eureka Forbes

Sameer Wanchoo, CMO, Eureka Forbes added, “Consumers today seek the benefits of traditional wisdom like drinking from copper vessels, and we at Eureka Forbes have ensured that we offer the same in the most convenient way. Our Active Copper product range has managed to drive consumer preference and we have witnessed a significant rise in market share. Additionally, the characters of dadi and poti played by our brand ambassador Madhuri Dixit have been loved and have generated high recall. The new TVC continues our journey to revolutionize the drinking habits of our consumers.”


Agency: Taproot Dentsu, Mumbai
Chief Executive Officer: Ayesha Ghosh
Chief Strategy Officer: Shashank Lanjekar
Executive Creative Director: Yogesh Rijhwani
Associate Creative Director: Arshad Shaikh
Group Head (Art): Narendra Patil
Senior Art Director: Yogesh Gavhane
Account Management: Gargi Raju and Megha Mohan

Production House: Yellow Lifafa Films
Director: Sizil Srivastava
Executive Producer: Romil Srivastava

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