CLEAR Premium Water has launched ‘FakeSeFree’, a music-led consumer awareness campaign aimed at educating buyers on spotting counterfeit products and encouraging more informed purchasing decisions. The initiative centres on an original music video featuring digital creators Tejas Dhoke and Manish Kharage, using entertainment as a vehicle to drive home the message around authenticity.
The campaign is rooted in a simple observation – that in today’s marketplace, similar-looking brand names, colours and packaging often make it hard for consumers to tell genuine products apart from counterfeit ones. By channelling this insight through music, CLEAR Premium Water aims to build stronger recall, wider reach and sustained conversations around mindful purchasing habits.
Nayan Shah, Founder & CEO of CLEAR Premium Water, said brands carry a responsibility that goes beyond the products they sell, and that FakeSeFree reflects that belief. While the campaign draws from challenges specific to their industry, he noted its message applies across categories, adding that music was chosen for its ability to bring people together, spark conversation and make important messages memorable.
The music video, featuring Dhoke and Kharage, uses an engaging, relatable format to nudge consumers toward greater vigilance when choosing products, reinforcing the importance of authenticity in everyday purchases.
According to the company, the campaign is designed to move beyond category-specific concerns, addressing a broader consumer challenge around product authenticity across industries – with the larger goal of making informed purchasing an instinctive habit rather than an afterthought.
