In India, water purifier servicing is less of a service and more of a tradition. Monthly visits, unexpected breakdowns, hidden charges, and Annual Maintenance Contracts (AMCs) are so common, they’ve become part of daily life. But Native RO of Urban Company is here to rewrite that script—with a dramatic twist and zero drama.
Urban Company Ad for Native RO
A Farewell Like No Other: The Concept
Urban Company’s latest campaign, titled “Lambi Judai,” is as hilarious as it is relatable. The ad film opens with an emotional family farewell scene—a trope borrowed straight from classic Bollywood melodrama. There are tears, hugs, and long, sorrowful stares. The twist? The one leaving isn’t a family member. It’s the RO technician.
Directed by Indrashish Mukherjee and conceptualized by Manja, the campaign perfectly captures the absurdity of how deeply ingrained this servicing cycle has become in Indian homes.
The Product That Makes It All Possible: Native RO
What makes Native RO revolutionary is its multi-micron filtration system and self-cleaning RO membrane. These features prevent filter clogging and eliminate the need for frequent servicing. The result? Two whole years of pure drinking water—without a single service visit or AMC.
“Indian consumers have been conditioned to accept frequent service visits as an unavoidable part of owning a water purifier,” says Tarun Menon, Sr. Director, Marketing at Urban Company. “Native RO helps consumers wean off this dated dependency.”
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Creative Take: Turning Separation into a Celebration
Suyash Barve, Head of Creative at Manja, shares, “Two years without your technician? That’s a hell of a long time. And oddly emotional. We imagined what a family would do if they had to say goodbye—for good.”
Tapping into classic Bollywood-style melodrama and music, the team leaned into the nostalgia of 1980s and 90s separation songs—the kind we all grew up watching, not always by choice.
Director Indrashish Mukherjee adds, “We didn’t need references. We just closed our eyes and recalled every separation scene from childhood television. That emotional toolkit helped us craft something familiar yet fresh.”
A Campaign with Brand Love and Big Impact
“Lambi Judai” isn’t just a brand film—it’s a re-education campaign. Urban Company is inviting Indians to unlearn the dependency they’ve built over the years on subpar RO services.
With strong storytelling, cultural resonance, and a unique product promise, this campaign marks a pivotal moment in home appliance innovation marketing. It’s humorous, nostalgic, and genuinely liberating.
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Conclusion: It’s Time to Cut the Cord
Urban Company’s “Lambi Judai” isn’t just a commercial—it’s closure. It’s the final goodbye to unending AMCs, last-minute technician calls, and the emotional baggage of unreliable products. With Native RO, you’re not just upgrading your water purifier—you’re stepping into a new era of hassle-free, high-tech hydration.
