Parul Gulati Partners with Eureka Forbes for ‘Life Hard Nahi, Aapka Paani Hard Hai’ Campaign

Parul Gulati has joined Eureka Forbes for a new campaign titled ‘Life Hard Nahi, Aapka Paani Hard Hai’. Launched on October 6, the campaign draws attention to the possible impact of hard water on everyday hair and skin concerns, such as hair fall, dry skin, and rough hair, which people often attribute to stress or lifestyle.

The campaign features Gulati in a film centered on a conversation between a domestic help and a young woman discussing hair fall before introducing hard water as a factor. It also introduces the Aquaguard Water Softener and its ionic transfer technology for bathing.

Reflecting on the collaboration, Parul Gulati stated that she understands hair damage and worry from her experience as an actor and founder of Nish Hair, noting that people rarely consider hard water as a cause for hair and skin issues.

Anurag Kumar, Chief Growth Officer at Eureka Forbes Limited, noted that hard water is a widespread issue with an often-overlooked role in everyday concerns, and the campaign aims to make this conversation relevant and recognizable for consumers.

The campaign is part of a two-film series, with the first film currently available and a second film scheduled to follow.