Urban Company redefines water purifier norms with humorous ‘Lambi Judai’ campaign
Across India, water purifier servicing is so frequent, so ingrained, it’s a household ritual. Monthly filter changes, technician visits, endless AMCs aren’t inconveniences; they’ve quietly become routine. Routines Indians depend on.
Urban Company’s Native RO challenges this dependency head-on with its latest campaign, “Lambi Judai”. It’s a humorous, touching farewell to a relationship that should never have existed in the first place.
Created by the team at Manja and directed by Indrashish Mukherjee, the film opens with a scene familiar to every Indian household: a dramatic family farewell. There are tears, tight hugs, and lingering goodbyes. But the person leaving isn’t a son heading abroad or a daughter getting married — it’s the RO technician.
What unfolds is an over-the-top, hilariously emotional send-off, an exaggeration of a truth many viewers will recognise: we’ve become so used to frequent RO servicing that the idea of not needing it feels… emotional.
And that’s the point. Native RO is designed to eliminate this dependency altogether. With its Multi-Micron filtration system that prevents filter clogging, and a self-cleaning RO membrane that ensures consistent purity, Native RO runs 2 full years without servicing, AMC, or surprise costs. That’s not just a product promise, it’s a mindset shift.
“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. “The range of Native RO water purifiers helps consumers wean off this dated dependency. Native RO’s technology delivers pure drinking water for 2 whole years without the interruptions, hidden costs, or constant maintenance that plague traditional purifiers.”
“Two years with no servicing or AMC. It’s a brilliant product promise,” adds Suyash Barve, Head of Creative at Manja. “But, if you take the product away, it’s also just a hell of a long time. Two years without any text messages, cold calls or home visits: I’d probably miss my sworn enemies. That became the jumping off point for us. If you knew you weren’t going to see someone for two years, how would you react? Or in this case, how would a mildly melodramatic family react?”
“We grew up on songs of separation from the 80s and 90s. It wasn’t by choice. You just couldn’t escape it. It was everywhere”, said Indrasish Mukerjee, Director from Footloose Films. “When we set out to make this incredibly sad ad, we didn’t have to reference for a second. We just had to close our eyes and go back in time to our childhoods. Everything came easy after that.
Mukerjee continued: “We had incredible collaborators in the folks at Manja and Native. All of us were cognizant of how important this one would be in building some well-deserved brand love. Especially after the success of our previous outing. And we set out to do just that.”
With Lambi Judai, Native is launching a brand film, and an invitation to Indian consumers to unlearn the household rituals that subpar products forced on them, and experience what water purification looks like when it’s truly drama-free.
