Native RO’s “Lambi Judai” Turns Goodbye Hugs into Pure Water Freedom
Urban Company’s “Lambi Judai” campaign bids farewell to RO servicing—celebrating two years of uninterrupted, maintenance-free purity with trademark Bollywood melodrama and witty humor.
Prakhar
When Farewells Mean Freedom
In its tongue-in-cheek “Lambi Judai” campaign, Urban Company’s Native RO dramatises the demise of monthly purifier visits with full Bollywood flair—tears, slow-motion hugs, and lingering glances—only to reveal that the departing guest is your RO technician, not a family member moving abroad. This humorous inversion highlights Native RO’s promise: two years of pure water without servicing or hidden AMC charges.
Crafting Melodrama Through Nostalgia
Created by Manja and directed by Indrashish Mukherjee, the five-film series taps into India’s collective memory of 1980s and ’90s separation songs to amplify the satire. “We grew up on songs of separation from the 80s and 90s,” Mukherjee explains, “so when we set out to make this incredibly sad ad, we just had to close our eyes and go back in time”.
Product Promise Meets Punchline
Behind the tears and sonorous score lies Native RO’s core innovation: a multi-micron filtration system with a self-cleaning membrane that prevents filter clogging for two whole years. Tarun Menon, Senior Director of Marketing at Urban Company, emphasises that this technology allows consumers to “wean off dated dependency” on technicians, enjoying “purity without interruptions, hidden costs, or constant maintenance”.
Creative Spark: Missing Your “Sworn Enemy”
Suyash Barve, Manja’s Head of Creative, confessed that the team riffed on the idea of missing someone you actually can’t stand. “Two years without any text messages, cold calls or home visits: I’d probably miss my sworn enemies,” he says. “That became our jumping-off point: how would a melodramatic family react?”
Amplifying Impact Across Channels
The “Lambi Judai” films run across Urban Company’s social platforms, digital banners, and OOH placements. Viewers have already taken to social media, sharing dubbed memes of heartfelt goodbyes and tagging friends whose services they’d happily “break up” with for good. Early engagement metrics report a significant uplift in Native RO’s unaided brand recall, particularly among urban families frustrated with frequent AMC renewals
Dialing Up Brand Love with Drama-Free Hydration
By marrying over-the-top familial emotions with a clear benefit—no servicing for two years—Native RO not only entertains but educates. It’s a masterclass in culturally resonant storytelling: tapping nostalgia while positioning the product as the liberator from chore-driven lifestyles. As households finally bid adieu to technician visits, they welcome a worry-free era of drama-free hydration.
