Livpure: Cutting Paani

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.

Campaign details

Brand: LivpureBrand owner: SAR GroupLead agency: Famous InnovationsCountry: IndiaIndustries: Home appliancesMedia channels: Events & experiential, Online video, Social media, Word of mouth, advocacy

Executive summary

Livpure is a challenger brand in the water purifier category in India. A story about features would make it similar to the other brands.

The aim was to move from being born out of a product benefit, to finding its origins in a higher purpose. In India, the narrative around saving drinking water isn't relatable to those with access to water every day....

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