MUMBAI: Kuala Lumpur based Aquionics International has given the creative mandate for its India operations to Grasshoppers India.

Though Aquionics entered India three years ago, it was so far focusing on the water treatment segment in the B2B markets. The brand is now looking at strengthening its position in the retail space as well and is embarking on an aggressive marketing campaign to create awareness among the end consumers. Grasshoppers will be working on a 360 degree advertising campaign which will initially focus on north India and gradually extend to other key markets across the country.

Aquionics International strategy, BD and operations vice president Sandesh Srivastava said, “A lot of health, skin and hair problems that the urban population constantly struggles with are due to the hard and impure water in the households. Our innovative products and solutions go a long way in combating those issues as well as in reducing the home energy consumption and also save home appliances such as geysers & washing machines from scaling considerably. Nobody understands water better than we do and the campaign that we are currently developing in partnership with Grasshoppers is aimed at making Indian consumers aware of our expertise in the water purification segment.”

Grasshoppers has been awarded the creative duties following a multi-agency pitch. Over the past few years, the agency has been associated with various initiatives that have been in the larger interest of the society. “By associating with Aquionics, we are not aiming only to promote water filters. Rather, we are looking at addressing the water problem that a lot of people are suffering from. It delights us to get associated with a company that has some innovative solutions in this space,” said Grasshoppers chief brand strategist Megha Jain.