Urban Company’s water purifier brand, Native RO, has launched a new campaign titled “Lambi Judai”, turning the emotional drama of Indian farewells into a metaphor for breaking free from the burdens of frequent RO servicing.
The campaign aims to spotlight Native RO’s key proposition: Two years of pure water without any servicing, AMC, or surprise costs.
Created by Manja and directed by Indrashish Mukherjee of Footloose Films, the film opens with an exaggeratedly emotional goodbye scene, complete with tears, hugs, and a slow-motion departure. But instead of a family member heading abroad or tying the knot, the one leaving is the RO technician, a playful yet poignant nod to how deeply ingrained regular purifier servicing has become in Indian households.
The campaign cleverly draws from the dramatic spirit of 80s and 90s Bollywood farewells, reimagined with humour and cultural familiarity. With its Multi-Micron filtration system and a self-cleaning RO membrane, Native RO is designed to operate maintenance-free for up to two years.
Link to the campaign:
“Indian consumers have been conditioned to accept frequent service visits as the norm,” said Tarun Menon, Sr. Director, Marketing at Urban Company. “Native RO breaks that pattern by offering consistent purity without the interruptions or extra costs.”
“Two years with no service visits felt like the perfect setup for a melodramatic goodbye,” said Suyash Barve, Head of Creative at Manja. “If you’re not going to see someone for two years, even if it’s your RO technician, that’s worth a tear or two.”
Director Indrashish Mukerjee added, “We leaned into the emotional grammar of the era we grew up with—those ‘separation songs’ were everywhere. This film allowed us to revisit that feeling, but in a completely new and hilarious context.”
