Aquaguard Enters TVF's Gram Chikitsalay Universe with a New Branded Content Play

Mumbai, 21st August 2026: Eureka Forbes, India's leading health and hygiene brand, has expanded its ongoing partnership between Aquaguard and TVF by bringing the brand into the world of Gram Chikitsalay through two films. The campaign uses the show's familiar characters and narrative setting to bring to life two distinct aspects of the Aquaguard proposition: the importance of safe drinking water and the confidence of worry-free ownership through its 4-Year Unconditional Warranty.

The first film begins with an everyday exchange within the Gram Chikitsalay universe before drawing attention to a fundamental question: is the water we consume safe? The story uses the show's recognisable humour and character dynamics to surface a concern that often remains invisible, before bringing Aquaguard into the narrative as a response to the need for safe drinking water.

The second film shifts the lens to what follows the purchase. An unexpected repair bill becomes the trigger for a conversation around the costs and uncertainty associated with appliance ownership. The narrative then introduces Aquaguard's 4-Year Unconditional Warranty, positioning it as an assurance designed to give consumers greater confidence over the course of ownership.

Rather than treating the two messages as standalone product claims, the campaign places both within situations native to the Gram Chikitsalay universe. This allows Aquaguard to move across different moments in the consumer journey, from the fundamental need that drives the purchase decision to the assurance consumers seek once the product becomes part of their everyday lives.

Commenting on the collaboration, 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 two films mark the latest chapter in the Aquaguard x TVF partnership, demonstrating how an established content universe can be used to communicate multiple brand propositions without interrupting the entertainment experience. By building on the world of Gram Chikitsalay, Aquaguard integrates its messaging into familiar situations and conversations rather than presenting the brand as an external addition to the story.

With this collaboration, Eureka Forbes continues to explore content-led brand building that places consumer insight at the centre, using entertainment as a context to make category conversations more accessible and engaging.


About Eureka Forbes Limited:

Eureka Forbes Limited is India's leading health and hygiene brand. With over four decades of existence, it is today a multi-product and an omni-channel organization. Eureka Forbes' product portfolio encompasses water purification, vacuum cleaning and air purification. It has direct, retail, e-commerce and institutional sales channels, an inventive business partner network and one of the most expansive service networks across India.

User :- Snehal Pawar

Email :-snehal@conceptpr.com