Gia Manek’s Gopi Bahu finally gets a chance to turn the tables on Kokila Modi, thanks to Eureka Forbes’ Aquaguard Nanopore filters.
Saath Nibhaana Saathiya has long been a goldmine for meme culture, with its dramatic scenes repackaged by brands to spark online buzz. While Eureka Forbes may have joined the trend a bit late, it has done it with a bang.
The brand’s latest ad, titled ‘Water Purifier Mein Kya Tha? (What was in the water purifier?)’, reunites the original cast — Gia Manek, Rupal Patel, and Mohammad Nazim — but gives their familiar dynamic a twist. The title is a take on the viral moment from the show, ‘Rasode Mein Kon Tha? (Who was in the kitchen?)’
The brand has given a disclaimer that the content is a parody inspired by Indian television drama styles and has no affiliation with any broadcaster or character. But one cannot overlook the striking similarities the two female characters have with their on-screen roles.
Flipping the narrative
The ad opens with Manek’s character upset at Nazim for falling ill. In true Kokila Modi fashion, Patel storms in, loudly blaming her daughter-in-law for giving tap water and even reviving the infamous ‘washing the laptop’ taunt.
That reference, of course, comes from the StarPlus show Saath Nibhaana Saathiya, where Gopi Bahu once dunked a laptop into a bucket of water in an attempt to wash it, a scene that has since become a viral meme and a pop culture staple.
But this time, things play out differently. Instead of quietly taking the blame, Manek fires back with a dramatic monologue of her own. In an equally over-the-top tone, she flips the narrative, pointing out that Patel’s negligence was actually to blame.
Here, the ad deserves credit for its creativity. Because it doesn’t preach or spell out what consumers should do when servicing or replacing water purifier filters. Instead, it lets the message come through naturally in a funny way.
When Manek calls out Patel for relying on a local filter operator and not checking the quality of the filter, the point lands effectively.
Without being heavy-handed, the scene subtly highlights a larger concern: that negligence in choosing the water filter can have serious health consequences, potentially leading to illnesses and even long-term risks like cancer.
Ending the ad on a witty note, Manek wraps it up with a sharp comeback, finally addressing the long-running joke. “Next time, don’t use the ‘washing laptop’ accusation against me,” she says.
The humour lands well, with clever dialogue delivery seamlessly weaving in the features of the Aquaguard Nanopore filter.
Also read: How ads are cashing in on India’s T20 World Cup victory—from trophy to cheeky taglines
A fresh approach
The ad has clocked nearly 58 million views on Instagram, and it is one of the most viewed videos on Eureka Forbes’ Instagram page.
It’s easily one of the most entertaining approaches we have seen in this category. Traditionally, brands have leaned heavily on fear and health messaging. For example, actress Hema Malini explains the benefits of Kent RO Systems, where the focus is firmly on safety, purity, and well-being. The communication has mostly been serious, even clinical.
This time, too, the ad underlines the impact on health as Nazim is shown sick. But, what makes this campaign stand out is that it flips that formula. Instead of lecturing the audience, it engages them. By bringing in humour, nostalgia, and instantly recognisable characters, the ad creates recall without feeling like an ad at all.
More importantly, it shows that even products tied to health and safety don’t always need a fear-based pitch. Entertainment can be just as effective, if not more, in driving attention.
In a crowded market where most brands sound the same, this approach not only breaks the clutter but also makes the product, and the message, far more memorable.
(Edited by Aamaan Alam Khan)