ITV

Tag: Livpure

  • Livpure Clears the Confusion with Its No-Fine-Print Water Revolution

    Livpure Clears the Confusion with Its No-Fine-Print Water Revolution

    MUMBAI: In a world where fine print often muddies the water, Livpure is making a splash with honesty. The trusted water purifier brand has launched its latest digital campaign, “No Hidden Terms, Just Pure Water”, holding a mirror to the category’s often confusing claims and restoring clarity where it’s long been missing.

    The campaign, launched alongside Livpure’s Lotier AIoT purifier, takes a witty and relatable approach to expose how “terms and conditions apply” have become the modern-day trap for consumers seeking clean water and clean deals. Using a slice-of-life narrative peppered with humour, the film captures the everyday frustration of families caught off guard by fine print promises and contrasts it with Livpure’s commitment to transparency.

    At the centre of this promise is the Lotier AIoT purifier, offering 2.5 years of genuinely maintenance-free use. That’s not marketing spin, the plan covers filters, RO membranes, and maintenance, with no hidden exceptions. For Indian households dealing with high TDS, hard water, and unpredictable supply, the offering stands out as refreshingly straightforward.

    Livpure chief marketing officer Nitin Malhotra explained, “Indian consumers today are far more aware and expect honesty over hype. Too often, brands use jargon, complicated terms and fine print, leaving people unsure of what they’re truly getting. With this campaign, we wanted to start a conversation not about technology alone, but about trust. Innovation, for us, must come with transparency, empathy, and accountability.”

    Through its conversational tone and humour, the DVC not only entertains but educates asking consumers to look beyond glossy promises and question what’s in the details. The campaign extends Livpure’s larger mission of democratising access to safe and pure water for every Indian household, while reinforcing the brand’s philosophy of “Crafted for your Wellbeing.”

    Last year, Livpure launched India’s largest range of maintenance-free purifiers, redefining convenience for urban and semi-urban families alike. Now, with this new campaign, it’s moving the conversation from transactional sales to a more transparent and values-driven dialogue, one that puts consumer trust at the core.

    By cutting through jargon and keeping its promises clean, Livpure isn’t just filtering water, it’s filtering out confusion. And in a market full of complicated clauses, that might just be the purest thing of all.

  • No strings attached as Livpure clears the air on purifier upkeep

    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.

  • Livpure appoints Rahul Khanna to lead strategic business unit for appliances

    Livpure appoints Rahul Khanna to lead strategic business unit for appliances

    Mumbai: Livpure, a leading SAR Group company specialising in water purification and appliance technology, has appointed Rahul Khanna as head of its strategic business unit for appliances. Bringing over 17 years of industry experience with top brands like Panasonic, LG, and Samsung, Khanna is set to lead Livpure’s appliance division toward accelerated growth and innovation.

    Before joining Livpure, Khanna served as Samsung Electronics, product management head for living product appliances, where his expertise in product development and market expansion contributed to impressive growth and customer satisfaction. In his new role, Khanna will focus on product portfolio management, business strategy, and expanding Livpure’s market presence while enhancing brand visibility.

    Expressing excitement about his new role, Khanna stated, “I am honoured to join Livpure, a company known for its commitment to quality and customer-centric innovation. I look forward to collaborating with the talented team at Livpure to drive product excellence, elevate the customer experience, and further solidify our market position.”

    Livpure, MD & CEO, Rakesh Kaul welcomed Khanna’s appointment, saying, “We are excited to welcome Rahul to the Livpure family. His industry knowledge and strategic acumen will be invaluable as we aim to strengthen our foothold in the appliance market. With Rahul at the helm, we are well-positioned to achieve new milestones and deliver outstanding value to our customers.”

    Under Khanna’s leadership, Livpure aims to expand its appliance lineup, reinforcing its dedication to quality, innovation, and market leadership.

  • Livpure launches new TVC showcasing Allura Premia water purifier

    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.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Livpure (@livpurewater)

    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.

  • Livpure reminds us to sleep like a boss

    Livpure reminds us to sleep like a boss

    MUMBAI: To mark the occasion of World Sleep Day, Livpure Sleep reached out to some of India’s leading CEOs to learn about their sleeping habits. Surprisingly enough, the study found that, while shouldering the gigantic responsibility to grow their empires and hectic schedules, a majority of the respondents are managing enough sleep in day-to-day life.

    Losing sleep over work might seem like a commendable characteristic, but it does have a significant impact on one’s physical and mental health. On the other hand, sound sleep leads to better productivity and concentration, lower risk of weight gain, greater athletic performance, and lower risk of heart disease, depression, and burnout. Contrary to how the lockdown phase has been with work from home overpowering the work-life balance, Indian CEOs have managed to find ways to compete with the ongoing stress and are also ensuring sufficient sleep cycles as a part of their daily routine.

    From one of the few surveyed companies, Trade India’s COO Sandip Chettri follows a very disciplined routine and fixed work schedule. When asked if he experiences trouble falling asleep, he responded with, “No, as I practice yoga and meditation which helps me fall asleep easily.”

    The insights collated by Livpure Sleep pointed towards the fact that most industry leaders prefer fixed sleeping hours and try to achieve a long and deep sleep. Most of the respondents, who were founders, co-founders, CEOs, etc, try to get an average of seven to eight hours of sleep. However, many of the leaders responded that they experience difficulty falling asleep since their mind is active. While some nights work thoughts disturb their sleep, this doesn’t happen every day.

    Livpure Sleep CEO Pritesh Talwar said, “I think that if you are waking up fresh and energised, you had a sound sleep. I like to start my day early so I fall asleep between 10-11 pm and start my day at six in the morning. I have made it a point to follow the schedule to make sure that other things fall in line and now my body has also become used to it. If I am awake past 12, my body starts resisting and hints at getting to bed as it’s past bedtime.”

    Along the same lines, dental startup toothsi co-founder Arpi Mehta said, “I’d advise everyone to follow a fixed schedule to avoid feeling tired throughout the day but, unfortunately, due to my lifestyle and commitments, I am not able to adhere to one. Being an entrepreneur, stress makes it hard to sleep. While I do wish to complete eight hours of sleep daily, sometimes it becomes impossible which is when power naps come to the rescue.”

    Comic Con India founder Jatin Varma said, “For me, a minimum of six hours of sound sleep is necessary but eight hours is ideal. My sleep hours are generally fixed except for the weekends. But, travel affects my sleep and I have trouble sleeping a day or so after I come back home. Long, stressful workdays can also affect my sleep. Lastly, if I get stuck in an OTT binge, then my schedule goes for a toss.”

    Through the survey, Livpure Sleep aimed to encourage better sleeping habits among Indians, while focusing on the country’s most prominent business leaders. The data collated will go a long way in helping people understand how important it is to get a good night’s rest.

  • Livpure introduces smart RO water purifier to tackle water scarcity

    Livpure introduces smart RO water purifier to tackle water scarcity

    NEW DELHI: The World Wildlife Fund terms water scarcity as a threat to 1.1 billion lives around the globe, and the UN too has urged governments to undertake actionable change in this regardDoing its bit to tackle this pressing problem, Livpure has introduced the world's first smart RO purifier that saves up to 20,000 liters of water every year. Launched under the ‘Water Saviours’ digital campaign, the product aims at putting an end to water wastage caused by regular RO purifiers.

    The ad campaign is aligned with the brand’s commitment to saving the environment and building a safer, sustainable world for future generations. In the past too, Livpure has undertaken initiatives to make people aware of the problem of water scarcity that affects millions of lives worldwide.

    Livpure CEO Pritesh Talwar said, “Water scarcity is one of the biggest problems in today’s world and births other overarching issues. Many children miss out on education, as they have to walk miles to get potable water. On the other hand, there are water purifiers that waste litres of water daily. Our latest innovation, Zinger and Platino+ Copper RO is our endeavour to introduce sustainability in water purification systems. We are hopeful that more people will ‘join the movement,’ gradually contributing towards building a better planet with conscious choices.”

    Livpure focuses on water treatment and water management solutions for households and corporates in India to help prevent water wastage and the spread of air and water-borne diseases. The brand’s latest ROs deliver 70 per cent water recovery against 25 to 30 per cent recovery available from the existing ROs.

  • Livpure celebrates Christmas with new campaign #PurityKaGift

    Livpure celebrates Christmas with new campaign #PurityKaGift

    MUMBAI: Livpure, India’s fastest growing water purification brand has recently launched its new digital campaign #PurityKaGift which focuses on purity, the essence of life through #PurityKaGift campaign.

    Keeping in mind the festive season, Livpure has been creating relatable, engaging and innovative campaigns wherein they connect with the consumers personally. Through this campaign, Livpure focuses on spreading euphoria and ensuring that this Christmas #SabkoEkPurityKaGiftBantaHai. Since Christmas is that time of the year when families come together to celebrate this tradition with joy and happiness, it aims at gifting your loved ones the essence of pure drinking water through Livpure RO water purifier.

    The video captures the essence of togetherness wherein a father is enacting the role of a Santa Clause. The kids are seen being engrossed in the cheerful vibe of the festival and seeing their father entering with Christmas gifts, puts a huge smile on everyone’s faces. On the other hand, the mother being the most protective and concerned member of the family backs the father with pride for his gesture towards the kids by offering him a glass of purity.

    Livpure director – marketing and Livpure SmartHomes CEO Sushil Matey, , & CEO  said, ‘Livpure has always believed in providing the best of the services to our consumers. With this new digital campaign, we are stepping ahead and spreading happiness to everyone. This initiative is to bring the families together and celebrate this festival with goodness and gift them the purity of water through Livpure RO.’

  • Livpure associates with Flipkart for their digital campaign on Livpure Smart AC #ThinksLikeYou

    Livpure associates with Flipkart for their digital campaign on Livpure Smart AC #ThinksLikeYou

    MUMBAI: Livpure for the first time associates with Flipkart, the world’s largest e-commerce platform for their digital campaign on Livpure Smart AC #ThinksLikeYou. The film targets the millennials of today that are more inclined towards the use of smart technologies. From the house of Livpure, it brings for its consumers a campaign that shows that the Livpure ACs are embedded with Artificial Intelligence and Machine Learning, equipped with Wi-Fi and IoT.

    The narrative of the campaign has a protagonist that focuses around using ‘smart’ and AI technology equipment in every situation and showcasing the importance of technology today. Through various scenarios, the protagonist when finally meets his friend, he is being introduced to Livpure Smart AC that is powered by HEKA technology. Aimed at creating awareness, the brand focuses on the features of the product that with one touch can make a difference in the lives of the users. With the tagline ‘Stay cool the smart way’ the brand’s objective is to give its consumers preferences as per their comfort and stay smart.

    Keeping in mind the preference of the users, Livpure, India’s fastest growing water purifier brand enters into a new product category by launching India’s first future ready Smart Air Conditioner powered by HEKA technology that saves up to 40% energy. With a simple and interactive mobile app, the users can convert the mobile into remote access for operating AC from anywhere. By adaptive pairing with Alexa, Livpure Smart AC allows the users to operate effortlessly thorough voice command control.

    The product is available on Flipkart in different price ranges starting from Rs 38,990 for 1 ton 3 star, Rs. 44990 for 1.5 ton 3 star and 52990 for 1.5 ton 5 star.

  • Livpure new campaign urges water conservation

    Livpure new campaign urges water conservation

    MUMBAI: Water purification brand Livpure has unveiled its latest campaign #CuttingPaani. Based on the concept of cutting chai, a unique culture in India, this novel campaign brings focus to the very fact that, if the quench is of half a glass then one should only take half a glass of water.

    The campaign urges consumers to adopt the habit of asking for half a glass of water instead of full, since you can always ask for more if needed. This is an idea that will resonate with the common man, since ‘cutting chai’ is a phrase used colloquially by Indians who want tea! Globally, a lot of international coffee chains offer cutting chai for tea lovers thereby acknowledging the Indian way of drinking tea.

    Conceptualised by Famous Innovations, the three films portray varied scenarios which are both indoor and outdoor, namely, an office setting, a café and inside a home. The production values are high and the setup is a natural one establishing the concept of #CuttingPaani and amplifying optimising usage of water by taking only what is required. The tagline of the campaign is – Agar pyaas cutting ki hui, toh full glass kyun? Bacha huya paani koi aur pee lega! The campaign intends to rope in relevant influencers to support the message of saving water.

    The campaign will be supplemented with digital content in the form of posts along with these three films through the brand’s social media platforms. This will also be supported with on-ground activations.

    According to Asian Development Bank’s forecast, by 2030, India will have a water deficit of 50 per cent. Research also shows that seven out of 10 people don’t finish their glass of water, which then goes to waste. Livpure director of marketing Sushil Matey says, “Livpure was keen to draw attention to this hard reality in a simple and effective manner. Although there have been very powerful campaigns to spread awareness about water conservation, very few gave practical and doable solutions. With #CuttingPaani campaign, we wanted to highlight the significance of drinking water judiciously. Digital, emerging as a favoured medium of communication, we intend to go all out and spread the message far and wide.”

    Famous Innovations CEO Siddhartha Singh adds, “For any movement to galvanise we need a meaningful, actionable symbol that people can adopt in their everyday lives. Asking for #CuttingPaani represents just that. It’s a small step when you’re eating at a restaurant or visiting someone’s office, but it stands for a thoughtful and progressive mindset. We hope that people will feel proud when they consciously ask someone to give them only half a glass of water.”

    This is an extension of the campaign #FinishYourGlass that was launched by Livpure in June 2017 and ran till August 2017. In #FinishYourGlass campaign, the company urged people to drink adequate amount of water to help them improve their health. Livpure has tremendous focus on digital brand communication and has done various campaigns in the year 2017-18 to be the most talked about brand in the category. It commands the highest social SOV for the past six months according to a recent Meltwater report.