Urban Company has rolled out a campaign ‘Filter Change Karna Pade’ (Filter Needs to Be Changed), to spotlight its Native RO water purifiers, designed for low maintenance and high efficiency.

Conceptualised by Manja, the campaign which consists of an ad film presents a playful take on the long-standing, almost ritualistic relationship with water purifiers. The ad film follows a house helper who develops a crush on a water purifier repairman, leading to a humorous, double-meaning narrative driven by the routine of checking and changing the purifier. The film playfully sensationalises the repairman’s character, but the twist comes when the homeowners install Urban Company's Native.

What do we think about it: A refreshingly cheeky take on water purifier woes, the ad blends comedy with cultural quirks to stand out. With sharp humour and a playful twist on traditional habits, it’s a clutter-breaking campaign that entertains while making its point.

The campaign was released on Instagram on 28 January.