For Nitin Malhotra, CMO of Livpure, one of the biggest challenges in the water purifier category is helping consumers understand what they are buying. “The water purification category is an emotionally rich but functionally confusing category,” he says in an interview with IMPACT Magazine. “Many times, the consumer doesn’t really know what kind of water purifier is the right choice in terms of technology.”
Malhotra mentions this as Livpure pushes its Allura Premia Ultra campaign across TV, OTT, cinema, on-ground activations and influencer content. Powered by the brand’s ClearDrop technology, the purifier is positioned to address contaminants including PFAs, pesticides, microplastics and uranium, alongside a 2.5-year maintenance-free proposition.
For Malhotra, the campaign goes beyond product awareness. “The wider focus, as of now, is on consumer education. It’s on telling the consumer that there is an alternative for those geographies which face these problems,” he adds. He further mentions that while reach and awareness remain important to marketing KPIs, the brand is also looking into effectively educating consumers about water-quality concerns.
Watch the full interview here:
The campaign, according to Malhotra, has been performing well so far. “We’ve had one burst on OTT, which has fetched us good results. Plus, we are on TV, which is also doing well. We are carrying out many on-ground activations,” he shares. Influencer activity is also part of the campaign as Livpure looks to build awareness around water contamination.
Malhotra links the campaign to wider consumer concerns around health and wellness. “There is a lot of hygiene anxiety today. The COVID, in a sense, started that and it has continued ever since. Health and wellness have become of prime importance for consumers,” he explains. He also points to ‘time poverty;’ demanding urban work schedules leave consumers exhausted and looking for products that can simplify everyday tasks. That is where Livpure’s maintenance-free proposition comes in. “Today, Livpure proudly has India’s largest range of maintenance-free water purifiers. What it does is that it also takes away your hassles of maintenance,” Malhotra adds. He informs that the brand is also using a subscription model, with plans starting at ₹499 a month, to make water purification more accessible.
Livpure is also exploring content-led marketing through its association with the movie Uttar Da Puttar. “We are exploring a transactional way of communication through a TVC, by venturing into the more nuanced moments of life,” Malhotra says.
Looking ahead, the CMO says Livpure plans to expand into allied categories, particularly air and water purification, while building its IoT portfolio. “Ultimately, you will be able to navigate and interact with it, making it more than just a transactional product. It can become your go-to wellness companion for something as critical as water and air,” he says.
