MAM
Livpure launches new TVC showcasing Allura Premia water purifier
Mumbai: Livpure, a leading consumer electronics brand in India, launched a captivating television commercial (TVC) to introduce its new Livpure Allura Premia water purifier that comes with an embedded service of 30 months. The freshly introduced ad campaign, which will air on Star Sports during the T20 World Cup and other news channels (Hindi & regional), makes use of a light-hearted approach to highlight the complexities of maintaining a regular water purifier, by using elephant as a metaphor!
The TVC opens with a man in different parts of the city proudly strolling with an elephant. Onlookers are making fun of him with reactions that perfectly capture the absurdity of the situation. He enters the home and his wife expresses her disappointment. The major reveal happens when we see he was all along carrying a normal water purifier.
Just like the unexpected challenges of caring for an elephant, maintaining a normal water purifier can be a real burden. That’s where the Livpure Allura Premia steps in, offering a solution which is first time in the water industry.
Livpure’s brand ambassador Sachin Tendulkar arrives on the scene with a solution: the Livpure Allura Premia. Sachin emphasizes the product’s key proposition – 30 months of free maintenance warranty. The commercial concludes with the couple happily embracing their new Livpure Allura Premia, leaving the elephantine burden behind.
This March, Livpure launched a big game changer in the water purifier market through a never-done-before proposition of embedded service. Allura Premia – the latest new launch in the water purifier category beyond its product benefits gives the consumer a 30-month free service warranty. This has already started to create a big impact in the market solving a big pain point of the Indian consumer around cost of maintaining a water purifier.
Livpure emphasizes Allura Premia’s advanced 10-stage filtration process, ensuring the complete removal of viruses and bacteria. Additionally, the copper and alkaline features highlight the product’s commitment to not only clean but also healthy and refreshing drinking water. The TVC concludes with a clear message: “Choose Livpure Allura Premia for a convenient and superior water purification experience, leaving the maintenance hassles behind.”
Commenting on the launch, Livpure MD Rakesh Kaul said, “At Livpure, we firmly believe that one’s access to clean water is everyone’s right. We strive for making water more inclusive and affordable to people at large. This is the reason why we developed the Livpure Allura Premia that comes with 30 months of free maintenance. It allows families to focus on what truly matters – enjoying the peace of mind that comes with pure, healthy drinking water for everyone in the household”.
With a vision of providing products that are crafted for everyone’s well-being, Livpure offers a comprehensive range of water purifiers, air coolers, kitchen appliances, mattresses, and other sleep solutions.
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
