Urban Company Native RO’s Lambi Judai campaign has secured a position in IMPACT’s Top 75 Campaigns of 2025, standing out in a year marked by long-form narratives, AI-led creativity, memeverse humour, emotionally anchored storytelling, and inventive campaign sequels.
Ranked at No. 48, Lambi Judai brings a fresh twist to a familiar Indian household moment, the emotional farewell. The film opens with a dramatic send-off scene, filled with tears, long hugs and heavy goodbyes. But the departure isn’t of a child moving abroad or a newlywed bride. Instead, it’s the RO technician.
The campaign highlights Native RO’s proposition: eliminating dependency on frequent servicing. With a multi-micron filtration system that prevents filter clogging and a self-cleaning RO membrane that delivers consistent purity, the brand positions itself as a hassle-free, long-lasting solution for Indian households.
The campaign was created by Manja and led by Suyash Barve, Head of Creative at the agency.
For the 2025 edition, the IMPACT editorial board evaluated hundreds of campaigns across parameters including narrative clarity, creative execution, cultural relevance, originality, production quality, and overall impact.
As the industry steps into 2026, IMPACT continues to spotlight the ideas and innovations that defined India’s advertising landscape through the year.
