Brands
No strings attached as Livpure clears the air on purifier upkeep
MUMBAI: Who knew ‘hassle-free hydration’ could be more than just a tagline? Livpure is making a splash minus the usual drip of maintenance woes. The brand has reimagined water purification with the launch of India’s largest range of maintenance-free purifiers, backed by a bold campaign reintroducing its iconic tagline: “Hathi Mat Palo”.
Debuting during the IPL and across national and regional channels, the campaign tackles one of the biggest elephants in the room the Rs 5,000 annual cost of maintaining a water purifier. Livpure’s new range, including models like Allura, Sereno, Eterna and their premium variants, comes with up to 30 months of embedded maintenance service, sparing customers the pain of AMCs and surprise service bills.
In a first-of-its-kind move for the Indian market, the brand has eliminated the need for add-on servicing entirely, allowing customers to experience purification without the pressure. It’s not just clean water anymore, it’s clean ownership.
Speaking about this milestone Livpure managing director Rakesh Kaul said, “At Livpure, we are driven by a relentless commitment to enhancing the customer experience. The introduction of the embedded maintenance service marks a transformative milestone, offering our users effortless convenience and complete peace of mind. This initiative is more than just a feature, it’s a promise of trust, reliability, and long-term value. By eliminating the common hassles of water purifier maintenance, we aim to set a new benchmark in water purification and reinforce our dedication to making ownership truly seamless for our customers. This is a step towards reshaping water purifier industry standards and elevating the way water purification is experienced in India.”
By embedding service directly into the product, Livpure is redefining what it means to be a category innovator. The company is eyeing a 60 per cent market share in this segment, fuelled by a mission to make water purification not just efficient, but effortless.
In an era where convenience drives consumer decisions, Livpure’s refreshingly no-fuss offering may just be the sip of smart thinking the industry needed.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
