Urban Company Launches ‘Lambi Judai’ Campaign to Disrupt RO Servicing with Native RO

Introduction: A New Chapter in Water Purifier Servicing

In a space dominated by delayed service calls and inconsistent maintenance, Urban Company is rewriting the rules of RO servicing with its latest digital campaign, ‘Lambi Judai’—a humorous yet hard-hitting take on how traditional water purifier brands leave customers waiting far too long for help.

The campaign promotes Native RO, Urban Company’s in-house water purifier brand that promises faster, more transparent, and stress-free service, directly challenging legacy players in the water purifier segment.

The Problem: A Broken Relationship with RO Brands

For most Indian households, the water purifier—often an RO system—is essential to daily life. But when it breaks down, the real struggle begins. Consumers frequently complain about:

• Delayed technician visits

• Hidden costs for filters and replacements

• Poor after-sales support

• No standard service timeline

• Lack of visibility into genuine parts vs. substandard replacements

Urban Company’s campaign capitalizes on this frustration and positions Native RO as the solution to an emotional and practical pain point.

The Campaign: ‘Lambi Judai’—A Breakup You’ll Relate To

Using the metaphor of a breakup, the ‘Lambi Judai’ film features a woman feeling abandoned and frustrated—waiting endlessly for her RO technician to return and fix her machine.

Just as the ad mirrors Bollywood-style romantic sadness, the twist hits: it’s not about a lover who left—it’s about an RO service that never came back.

The tagline?
"Say goodbye to long separations. Get Native RO with quick, reliable servicing by Urban Company."

It’s humorous, relatable, and drives the message home: it’s time to break up with your unreliable RO brand.

Why Native RO Stands Out

Urban Company’s Native RO isn’t just another water purifier—it’s a service-first approach to clean drinking water. Here’s what makes it different:

1. App-Based Servicing

Customers can book, track, and manage services directly through the Urban Company app—ensuring complete transparency and control.

2. Genuine Filters and Transparent Pricing

Native RO comes with a commitment to use 100% genuine parts with no surprise charges. Customers know exactly what they’re paying for.

3. Annual Maintenance Plans (AMC)

With affordable AMC packages, users get regular, proactive maintenance, reducing breakdowns and improving purifier longevity.

4. Fast Response Times

Urban Company leverages its existing tech-enabled service ecosystem to promise timely technician visits—a rarity in the traditional RO space.

Why the Campaign Works: Humor + Insight = Impact

'Lambi Judai' works because it does three things well:

• Taps into real-life frustration with water purifier servicing

• Uses humor and dramatization to build emotional relatability

• Clearly positions Native RO as the solution with tangible benefits

It doesn’t focus heavily on product specs—it sells peace of mind, reliability, and service quality, which matter most to urban families.

Industry Context: Disruption in a Legacy Category

The water purifier industry in India has long been dominated by legacy brands like Kent, Aquaguard, and Pureit. While they have strong product portfolios, they often rely on traditional service models—call centers, third-party technicians, and inconsistent follow-ups.

Urban Company’s entry with Native RO is disruptive because it brings:

• Tech-driven convenience

• D2C (direct-to-consumer) product delivery and service

• An existing trusted user base from its home services platform

This shift is especially relevant in urban metros, where consumers are tech-savvy, time-strapped, and willing to switch for better service.

Consumer Response and Next Steps

Early consumer responses to the campaign have been positive, with many commenting on how “accurate” the portrayal is. Social media engagement reflects widespread dissatisfaction with traditional RO service and curiosity around Urban Company’s Native RO.

Urban Company is expected to:

• Expand Native RO across multiple cities

• Introduce subscription-based models for water purifier rental + servicing

• Continue building trust through content-led education and humor-driven campaigns

Conclusion: Time to Upgrade More Than Just the Filter

Swiggy revolutionized food delivery. Blinkit changed grocery habits. And now, Urban Company is set to change how India thinks about water purifier service.