Divya Agarwal
Surat (Gujarat) [India], July 11: Counterfeit and lookalike products have become an increasingly visible challenge across India, often making it difficult for consumers to distinguish genuine products from imitations. While the conversation around counterfeiting has traditionally centred on brands and businesses, CLEAR Premium Water believes it is equally a consumer issue, one that deserves greater awareness.
With this belief, CLEAR Premium Water has launched FakeSeFree, a music-led consumer awareness movement that seeks to bring an everyday purchasing habit into public consciousness, look twice before you buy.
At the centre of the movement is an original music video that approaches the subject through a medium people naturally engage with. Music has long shaped conversations, influenced behaviour, and transcended barriers of age, language, and geography.
FakeSeFree builds on that ability, transforming a subject that is usually discussed in boardrooms and enforcement circles into one that enters playlists, conversations, and everyday culture.
While the movement draws inspiration from challenges observed in the bottled water industry, its relevance extends far beyond a single category. In a marketplace where similar names, colours, and packaging can often blur the line between genuine and deceptive products, a moment of awareness can become the difference between an informed purchase and an unintended one.
For bottled water in particular, purchasing decisions are frequently made in transit, at restaurants, retail counters, airports, railway stations, and public events, where familiarity often influences choice more than verification. FakeSeFree aims to reinforce a simple consumer habit: pause, check, and then choose.
Rather than treating awareness as a one-time message, the movement is designed around the belief that lasting behavioural change happens when messages become part of culture. By expressing the idea through music and performance, FakeSeFree seeks to give consumer awareness greater recall, wider reach and a more enduring place in public conversation.
Watch: https://www.instagram.com/reel/DakqDzhAIVn/ for more information.
Speaking about the movement, Nayan Shah, Founder & CEO, Clear Premium Water, said:
“At CLEAR Premium Water, we believe brands have a responsibility that extends beyond the products they sell. FakeSeFree reflects that belief. While the campaign draws inspiration from challenges within our industry, its message is relevant across categories. We chose music because it has the unique ability to bring people together, spark conversations, and make important messages memorable. If this initiative encourages consumers to become just a little more mindful before making a purchase, we believe it has served its purpose.”
With FakeSeFree, CLEAR Premium Water hopes to contribute to a future where awareness becomes instinctive, informed choices become habitual, and authenticity is valued as much as convenience.
Look Carefully. Choose Consciously. Raho FakeSeFree. Janhit Mein Jaari.
