Clear Premium Water has launched a new campaign featuring Hrithik Roshan, highlighting concerns around duplicate and lookalike packaged drinking water brands in India.
The campaign, titled Pani Ho Toh Clear, uses Roshan’s long-standing popularity and the culture of imitation around his dance moves and film characters to draw parallels with imitation products in the packaged water market.
Category responsibility over competition
The company said the campaign aims to raise consumer awareness around authenticity, quality standards and safety in the packaged drinking water category – rather than position itself against competitors.
India’s packaged drinking water market is currently estimated to be valued at over USD 7 billion, with several regional and local brands using packaging, labels and cap designs similar to established players, according to the company.
What the tagline means
The campaign launches with a tagline that serves both as a brand promise and a clear call to action: Pani Ho Toh Clear. For Clear, the company said this is not driven by competition anxiety – it is about category responsibility.
Leveraging the reach of mass media, the intent is to do what regulations alone cannot: encourage Indian consumers to look twice, choose consciously, and demand the original.
Roshan’s statement
Commenting on the campaign, Roshan said, “Over the last three years, I’ve been witness to Clear’s commitment to quality. I admire their authenticity and drive to deliver safe drinking water to their consumers. I’m happy to be a part of their campaign that puts customer safety at the forefront.”
Founder’s message
Nayan Shah, founder and CEO of Clear Premium Water, said, “This campaign is not about winning against competition, it’s about standing up for the consumer. In a space where imitation can blur perception, our responsibility is to restore clarity, reinforce trust, and remind people that when it comes to water, authenticity isn’t a choice, it’s a necessity.”
About Clear Premium Water
Founded in 2005 under Energy Beverages, Ahmedabad, Clear Premium Water said it operates through more than 45 plants, 1,100 distributors, 1,600 HoReCa clients and over 175,000 retail outlets across India.
Where to see the campaign
The campaign is live across television, digital platforms and social media. With Roshan’s massive fan following and the relatable premise of imitation in dance and films, the brand hopes to drive home the message that choosing authentic packaged water matters – not just for taste, but for safety.
As the packaged drinking water market continues to grow, with duplicate products posing health risks, Clear’s campaign serves as a timely reminder to consumers: Pani Ho Toh Clear.
