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Eureka Forbes assigns creative mandate to Taproot Dentsu

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MUMBAI: Eureka Forbes, which is responsible for creating iconic brands including Aquaguard and Euroclean, has roped in Taproot Dentsu to handle its creative duties.

The agency, from the house of Dentsu Aegis Network, won the account following a multi-agency pitch.

Under this new partnership, Taproot Dentsu will now be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions. With Taproot Dentsu on board, Eureka Forbes plans to further fortify its position as category leader.

Eureka Forbes MD and CEO Marzin R Shroff says, “Taproot Dentsu’s creative ideas and holistic approach resonates with our ideology and strategy. We are confident that the agency’s understanding of our business and categories will help us in making our brands more engaging, intriguing and relevant to all our stakeholders. We wish the team success and look forward to an exciting journey together. I would also like to acknowledge the contribution of Triton Communications that has helped us create and build our iconic brands over the last three decades.”  

Taproot Dentsu CEO Umesh Shrikhande adds, “Aquaguard from Eureka Forbes is a brand that has been a leader and pioneer in the water purification space. The work they have done spanning visionary R&D, specialist selling and social initiatives is staggering. It is our privilege to get this opportunity to help the brand strengthen its leadership position. Equally, we are excited to work on their other important brands like Euroclean Vacuum Cleaners, Aeroguard Air Purifiers and EuroVigil Security Solutions, which are leaders in their own right.”

Commenting on the campaign, Taproot Dentsu co-founder and CCO Santosh Padhi mentions, “It is always challenging to create sharp and memorable communication for a rational/scientific category. More so when you are dealing with a respected leader brand like Aquaguard. We will pull out all stops to make sure that we create winning communication that’s differentiated.”

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