CLEAR Premium Water has launched ‘FakeSeFree’, a consumer awareness initiative against counterfeit products. At the heart of the campaign is an original music video, featuring creators Tejas Dhoke and Manish Kharage.
The initiative is centred on the insight that in a marketplace where similar names, colours and packaging can often blur the line between genuine and deceptive products, a moment of awareness can become the difference between an informed purchase and an unintended one.
According to the brand, music was chosen as the medium to deliver the message to facilitate greater recall, wider reach and an enduring place in public conversations.
Commenting on the initiative, Nayan Shah, Founder & CEO, CLEAR Premium Water said, "At CLEAR Premium Water, we believe brands have a responsibility that extends beyond the products they sell. ‘FakeSeFree’ reflects that belief. While the campaign draws inspiration from challenges within our industry, its message is relevant across categories. We chose music because it has the unique ability to bring people together, spark conversations and make important messages memorable. If this initiative encourages consumers to become just a little more mindful before making a purchase, we believe it has served its purpose."
