Eureka Forbes ropes in Madhuri Dixit and her husband, Sriram Nene, as brand ambassadors
Eureka Forbes, a major player in the water purification systems market, has roped in actress Madhuri Dixit Nene and her family as brand ambassadors for Aquaguard for a five-year term.
Madhuri Dixit and her husband, Sriram Nene, will be part of an advertising campaign and other non-commercial initiatives, as per the terms of the contract.
"We have signed the Nene family as our goodwill ambassadors as, like us, the celebrity couple has been working on issues related to health," Marzin Shroff, CEO (direct sales) and senior VP (marketing), Eureka Forbes, told ET.
The campaign, which people close to the company's plans said cost about Rs 100 crore, will be launched in the first week of April. It has been planned by Mumbai-based advertising agency Triton.
According to Eureka Forbes, its product Aquaguard has 58% market share in the electrical water purifier segment in the country.
In the past, celebrity couples like Kareena Kapoor and Saif Ali Khan, Ajay Devgan and Kajol have endorsed products together.
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