Eureka Forbes launches ‘Stop. Check. Relax.’ campaign for Aquaguard Nanopore Long-Life Filters
New Delhi : Eureka Forbes Limited, one of India’s largest health and hygiene companies, has launched a new campaign for its Aquaguard Nanopore Long-Life Filters titled ‘Stop. Check. Relax.’ Built around a simple yet often overlooked consumer behaviour during purifier servicing, the campaign highlights the importance of verifying that users only install genuine Aquaguard Nanopore Long Life Filters in their purifier, helping ensure the level of purification and protection families rely on every day.
As concerns around water quality continue to evolve, the campaign brings attention to an important reality – the effectiveness of a water purifier is only as strong as the filter working inside it. Tests conducted at IIT Madras have found that ordinary filters fail to remove dangerous contaminants such as pesticides, lead, mercury and arsenic found in water. Aquaguard Nanopore Long-Life Filters leverage advanced multi-stage purification technology with ultra-fine pores to remove these dangerous contaminants, including microplastics, uranium, viruses, and bacteria, delivering cleaner, safer drinking water and reliable protection till the last drop.
Through a relatable household moment, Eureka Forbes encourages consumers to pause, verify and make informed choices that support long-term water safety and purifier performance.
At the heart of the campaign is a relatable husband-wife conversation during a routine service visit, where a simple reminder prompts a closer look at the replacement filter that is being installed in the purifier. Through ‘Stop. Check. Relax.’, Eureka Forbes shines a light on an often-overlooked behaviour, reminding consumers that while choosing a water purifier is a considered decision, verifying the authenticity of replacement filters is equally important to maintaining long-term purification performance.
By reinforcing the importance of using genuine replacement filters, the campaign highlights the critical role they play in maintaining purifier performance and ensuring reliable protection.
Speaking about the campaign, Mr. 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. 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.”
Mr. 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. ‘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.”
To help consumers make informed choices, Eureka Forbes is offering a Free Filter Check service. Consumers can call the toll-free number 84250 84250 or visit the Eureka Forbes website to have the filters in their water purifier checked by an authorised Eureka Forbes service technician at no additional cost, ensuring they continue to receive the protection their purifier is designed to deliver.
