In a world where tech product advertising often leans heavily on specifications and functionality, Mumbai-based independent creative agency Manja has taken a bold leap by turning a water purifier ad into an engaging romantic comedy. Their latest ad film for Urban Company’s Native RO tells a love story disrupted by the very product it promotes, making it a standout piece in digital advertising.
A Love Story Hindered by a Water Purifier
At one minute and 40 seconds long, the ad presents a unique narrative: a maintenance technician frequently visits a home to service an old water purifier, gradually forming a romantic connection with the household’s domestic worker. However, Urban Company’s Native RO, designed to be service-free for two years, unexpectedly becomes the antagonist—ending the technician’s visits and their budding love story.
Flipping the Script: Making the Product the Antagonist
It’s rare for a tech product ad to place its own product as the villain, but that’s exactly what Manja did. The initial brief from Urban Company was focused on the purifier’s functionality, but the agency saw an opportunity to create something more emotionally engaging.
Prajato Guha Thakurta, Founder & CCO of Manja, explains: “Our challenge was to take this technically precise brief and make it genuinely interesting for the viewer. We weren’t just selling a water purifier; we were telling a human story.”
The creative team identified a common pain point—the hassle of frequent service calls and maintenance contracts—and turned it into a narrative element. Instead of highlighting the purifier’s features, they explored the impact of technology on human relationships.
Suyash Barve, Head of Creative at Manja, adds: “We saw a human story emerging. What if we made the technician the protagonist and the product the obstacle in his narrative?”
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Urban Company’s Bold Approval
Despite initial doubts about the unconventional approach, Urban Company embraced the idea. Thakurta recalls: “Even when we had doubts, the client encouraged us. They said, ‘This is the best way to communicate our message. Don’t worry, just make it the most beautifully crafted piece ever.’”
This level of creative freedom allowed Manja to craft a visually compelling and emotionally resonant piece, making it more than just another tech product ad.
The Production Process: Crafting a Digital-First Ad
The ad’s production began in early December, with script finalization, casting, and multiple iterations to perfect the narrative. A key strategic decision was keeping the target audience—urban couples aged 28-45—largely absent from the frame. Instead, the story unfolds in their home, subtly reinforcing the brand’s message without direct representation.
Designed for Digital Platforms
Given the digital-first approach, Manja ensured the ad was optimized for YouTube and Instagram Reels. They even planned for a vertical edit from the outset, ensuring seamless integration across platforms.
Rather than cutting down the main film, the agency created separate 22-second performance-driven edits, ensuring the full narrative remained intact while supplementing it with bite-sized content for social media engagement.
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What’s Next for Manja?
Manja’s innovative approach has positioned them as a disruptor in creative advertising. The agency thrives on pushing creative boundaries, making ads that stand out rather than blend into the noise of conventional advertising.
Thakurta shares: “Clients don’t come to us for safe, conventional stuff. They want work that makes people sit up and take notice. We’re here to break the mold.”
With the IPL season approaching, brands are increasingly looking for fresh, engaging content. Manja, with its unconventional storytelling, is in a prime position to deliver more standout campaigns.
Barve adds: “We’re in a golden patch, with clients who seek us out for our unique approach. It’s a space we love being in.”
Conclusion: A Lesson in Storytelling for Tech Brands
Urban Company’s Native RO ad by Manja is a masterclass in brand storytelling. By shifting the focus from features to emotions, the agency has crafted an advertisement that feels like a mini-film, making it both memorable and shareable.
For brands looking to engage modern audiences, this campaign serves as a powerful reminder: Sometimes, the best way to sell a product is to tell a human story.
