Mumbai: Havells India has launched a new campaign titled “Sahi Paani Ka Sign, Alkaline” in a bid to raise awareness of its range of Gracia alkaline water purifiers that help to restore the alkalinity of water to pH 8+ and remove contaminants and disease-causing bacteria.

Started in August, the campaign will be promoted till the end of September on all social media platforms, including Facebook, Instagram, and YouTube, and will be amplified on digital platforms.

The first phase of the campaign is promoted through digital display advertising, and the second phase includes two videos that reinforce the overall campaign message.

The core thought behind the idea is that people go through a lot of indications and signs in their day-to-day lives.

The campaign "Sahi Paani Ka Sign, Alkaline" tends to answer that very question through a juxtaposition of the signs in our daily life while focusing on the fact that alkaline is the sign for the right kind of water. Through this campaign, the brand’s mission is to inspire personal wellness through the power of drinking alkaline water.

The campaign’s first video begins with a woman sitting at a dinner table with a variety of junk food spread around her while she chooses to eat a healthy salad bowl over junk food. Moving on, she chooses to drink water, which is alkaline.

While the second video talks through a similar narrative through physical workouts, communicating a healthier way of life.

Havells India executive vice president-electrical consumer durables Rajiv Kenue said, "The India water purifier market is one of the largest in the Southeast Asian region and is expected to exhibit a CAGR of 10.27 per cent during 2022-2027. We have introduced a new range of Gracia Alkaline water purifiers keeping in mind that consumers take a more hands-on approach to health these days and our product is the right fit in the entire ecosystem."

Speaking at the launch, Havells India executive vice president-marketing Rohit Kapoor said, "There have been a lot of conversations around immunity and health. Water being one of the most basic commodities in our daily lives, the conversation around it being intrinsically safe is very relevant. Through this narrative, we intend to bring more awareness to our Gracia range of alkaline water purifiers. And to communicate the benefits, we have used the plot of signs as people today are consciously choosing healthier options in life, like opting for a salad or jogging, which is an indication of healthy living, while using them creatively to convey the top-of-mind recall for our product range."

He further added, "Our intention is to bring closure to the association of the Gracia range in the water purifier category, which is already cluttered, by offering a differentiated product from the house of Havells."