Livpure has launched a new digital video campaign titled “No Hidden Terms, Just Pure Water”. Last year Livpure introduced a new range of maintenance free water purifiers. Through this initiative, Livpure seeks to address another key consumer concern, the confusion created by fine print and conditional promises in the water purifier category.
Through a relatable story, the campaign exposes this everyday frustration and positions Livpure Lotier AIoT purifier as a choice that delivers 2.5 years of maintenance-free service, covering filters, RO membranes, and maintenance without exceptions.
The DVC uses a conversational, humorous tone to connect with consumers who’ve long felt misled by complex service terms. By holding up a mirror to the category, it urges viewers to question the fine print and seek genuine transparency.
Nitin Malhotra, Chief Marketing Officer of Livpure, said, “Indian consumers today are far more aware and expect honesty over hype. Too often, brands use jargon, complicated terms and fine print, leaving people frustrated and unsure of what they’re truly getting. With this digital video campaign, we wanted to start a conversation, not about technology alone, but about trust. Thus, our latest Lotier AIoT purifier aims to reflect our belief that innovation must come with transparency, empathy, and accountability. This isn’t just about selling a product; it’s about setting a higher standard for how the category communicates with its consumers.”
