Urban Company has rolled out a campaign, 'Lambi Judai', to introduce its Native RO water purifier offering.

Conceptualised by Manja, the campaign comprises a film. The ad opens with a water purifier technician finishing up his work at someone's home. As he turns to the family to tell them he's done and bids goodbye, they all watch him leave with tearful eyes. Just then, a little boy runs after him and stops him. The technician, also holding back tears, bends down and tells him that he will be back, but only after two years. The boy looks up at him curiously and asks him if it's because of the Native RO's multi-micron technology and a self-cleaning membrane. The technician nods and tells the kid that they won't need him for another two years now.

What we think about it: Using an over-the-top emotional farewell to a water purifier technician to cleverly spoof dramatic goodbyes, the ad is hilarious. The melodrama is played perfectly straight, which only makes what follows even funnier. The ad manages to get laughs without ever undermining the core message. The background score goes perfectly with the narrative and adds to it. 

The film released on 9 May.