Eureka Forbes Launches ‘Stop. Check. Relax.’ Campaign to Promote Genuine Aquaguard Filter Checks

Mumbai: Eureka Forbes Limited, one of India’s leading health and hygiene companies, has rolled out a new consumer awareness campaign titled ‘Stop. Check. Relax.’ The initiative encourages households to pause and verify that only genuine Aquaguard Nanopore Long-Life Filters are installed during water purifier servicing, helping families protect the purification performance they depend on every day.

Why the Campaign Matters

Most people trust their service technician completely during a filter replacement — and rarely think to double-check what’s actually going into their purifier. Eureka Forbes says that’s exactly the gap this campaign is designed to close.

The company’s core message is simple: a water purifier is only as effective as the filter working inside it. Even a well-built machine can fall short on purification if it’s fitted with a non-genuine or substandard filter.

Tests conducted at IIT Madras reportedly found that ordinary filters fail to remove contaminants such as pesticides, lead, mercury, and arsenic present in water. By contrast, Aquaguard Nanopore Long-Life Filters use multi-stage purification technology with ultra-fine pores designed to filter out microplastics, uranium, viruses, and bacteria, offering more comprehensive protection for drinking water.

The Story Behind the Campaign

At the heart of the campaign is a short film built around a relatable, everyday scene: a husband and wife during a routine purifier service visit, where a simple reminder prompts them to take a closer look at the filter being fitted into their machine. Another film in the campaign leans on humour, featuring a dramatic character inspired by classic Bollywood storytelling to deliver its message about avoiding non-genuine filters.

The idea, according to the brand, isn’t to alarm consumers — it’s to nudge them toward one small habit that can make a real difference: pausing to check before servicing is complete.

Anurag Kumar, Chief Growth Officer at Eureka Forbes, said that while consumers are increasingly conscious of contaminated water sources, many don’t realise that a purifier’s performance is closely tied to the authenticity of the filter installed inside it. He added that the campaign aims to help people make informed choices around genuine filters that support reliable, long-term protection.

Kapil Batra, President of TBWA Lintas, the agency behind the campaign, explained that the underlying insight was straightforward — during servicing, consumers tend to focus on simply getting the job done, without paying much attention to the quality of the replacement filter itself. The campaign was built to change that, one household conversation at a time.

What Consumers Can Do

To back the awareness push with real action, Eureka Forbes is offering a free filter check to customers. Consumers can call the toll-free number 84250 84250 or visit the Eureka Forbes website to get their purifier’s filter inspected by an authorised service technician at no extra cost.

Here’s a quick checklist for anyone getting their purifier serviced:

• Ask upfront whether the technician is carrying a genuine Aquaguard Nanopore Long-Life Filter.
• Verify authenticity using the QR code on the filter packaging before it’s installed.
• Book servicing only through Eureka Forbes’ authorised network rather than unverified local technicians.
• Use the free filter check if you’re unsure whether your current filter is genuine.

The Bigger Picture

The campaign arrives at a time when water quality concerns are becoming more prominent across Indian households, from urban apartments to smaller towns. By shifting some of the responsibility onto consumers — not just the brand or the technician — Eureka Forbes is betting that a little vigilance at the point of servicing can go a long way in protecting families from an easily avoidable risk: a purifier that looks fine on the outside but isn’t doing its job on the inside.

The ‘Stop. Check. Relax.’ campaign is currently running across digital platforms as part of the company’s broader push to build awareness around purifier maintenance and water safety.

This article is based on official statements and campaign details shared by Eureka Forbes and its agency partner TBWA Lintas.