Urban Company has launched a new brand campaign, Lambi Judai, for its Native RO water purifier line, humorously challenging the traditional dependency on frequent water purifier servicing in Indian households. Executed by creative agency Manja and directed by Indrashish Mukherjee, the campaign offers a satirical take on the emotional goodbyes associated with long separations – but this time, it’s the RO technician who’s being bid farewell.
Set against the backdrop of a tearful family farewell, the film cleverly replaces a departing family member with a service technician, highlighting how deeply entrenched regular RO maintenance has become in Indian life. The core message? With Native RO, you won’t be seeing your service technician for a while – two years, to be exact.
Native RO is designed with advanced features like a multi-micron filtration system and a self-cleaning RO membrane, ensuring pure water for up to two years without requiring servicing or annual maintenance contracts (AMCs).
Tarun Menon, Sr. Director, Marketing at Urban Company, stated, “Consumers are used to believing that frequent RO service is a necessity. Native RO challenges that norm with truly maintenance-free technology.”
Creative head Suyash Barve added, “The absence of service becomes emotional, almost nostalgic, in our storytelling – because, let’s face it, two years without cold calls or home visits is a big shift.”
Lambi Judai is more than a quirky ad – it’s an invitation for Indian consumers to break free from outdated routines and embrace a new standard in water purification.
