Urban Company Native RO’s campaign Lambi Judai has secured the 12th position on IMPACT’s list of the Top 75 Campaigns of 2025, earning recognition for its culturally rooted storytelling and strong emotional appeal.
The film opens with a scene instantly familiar to Indian audiences, a dramatic family farewell marked by tears, tight embraces and prolonged goodbyes. The narrative builds on the expectation of a son leaving home or a daughter departing after marriage, only to subvert it with a humorous twist: the person being bid farewell is the RO technician.
Through this emotional exaggeration, the campaign effectively conveys Native RO’s core product promise, which eliminates the need for frequent servicing. The brand highlights its multi-micron filtration system, designed to prevent filter clogging, along with a self-cleaning RO membrane that ensures consistent water purity without regular technician visits.
Conceptualised by independent agency Manja, the campaign’s creative was led by Suyash Barve, Head of Creative.
For the 2025 edition, the IMPACT editorial board assessed campaigns on parameters including narrative clarity, creative execution, originality, and production quality. The final list celebrates campaigns that stood out for their strong messaging, cultural relevance and ability to resonate with audiences across India.
