Eureka Forbes has extended its partnership between Aquaguard and TVF with two branded content films set within the world of Gram Chikitsalay. The films use the show’s characters and narrative setting to communicate two aspects of the Aquaguard proposition: safe drinking water and its 4-Year Unconditional Warranty.
The first film centres on the question of whether the water people consume is safe. Set within the Gram Chikitsalay universe, the narrative uses the show’s humour and character interactions to introduce the concern around water safety before bringing Aquaguard into the conversation.
The second film focuses on appliance ownership. An unexpected repair bill leads to a conversation around the costs associated with maintaining a product, before the narrative introduces Aquaguard’s 4-Year Unconditional Warranty as an ownership assurance.
Watch the first film here:
The two films address different stages of the consumer journey, with one focusing on the need for safe drinking water and the other on the concerns that can arise after a purchase. Both propositions are integrated into situations and conversations from the Gram Chikitsalay universe rather than being presented as standalone product messages.
Anurag Kumar, Chief Growth Officer, Eureka Forbes Limited, said, “The strongest branded content partnerships are built on a clear intersection between consumer relevance and the cultural context in which a brand chooses to participate. Our intent with TVF was not simply to feature Aquaguard within an established entertainment property, but to identify narratives where the brand could have a meaningful role. These two films allow us to address different but equally important moments in the consumer journey, from the fundamental need for safe drinking water to the confidence consumers seek throughout the ownership experience. When the proposition is intrinsically connected to the story, branded content moves beyond visibility and becomes a more effective way of building relevance.”
The films mark the latest chapter in the Aquaguard and TVF partnership, with the brand using an existing entertainment property to communicate multiple propositions through its characters and narrative environment.
The collaboration forms part of Eureka Forbes’ broader use of content-led brand communication, with Aquaguard integrating product and category messages into entertainment-led narratives.
