The TVC, conceptualised by Arms Communications, shows Sachin Tendulkar asking viewers to switch to Livpure RO Water Purifier because of its seven-stage purification process
Sarmistha Neogy | Mumbai | June 20, 2014
Luminous Water Technology has launched a new television commercial for its brand Livpure RO Water Purifier with Sachin Tendulkar featuring in it. The TVC has been conceptualised by Arms Communications with the objective of positioning the brand as ‘RO Ka Expert’ because of its seven-stage purification process.
The 32-second TVC starts with a kid getting drenched in the rain, and his worried mother asks him to come inside. Sachin then tells the mother to let him play and enjoy in the rain, to which he is informed that the kid has a tendency to fall ill. He asks the mother whether she has ever kept a check on the water which he drinks as, may be, it can be one of the reasons. The kid’s mother replies confidently that she gives him ‘RO Water’. The cricketer corrects her by saying that one should always rely on ‘RO ka Expert’ and a voiceover tells that the Livpure RO Water Purifier has a seven-stage purification process, which removes all contaminants and dirt to provide clean, safe drinking water. As a result, it also minimises the risk of people falling ill frequently.
Moon Agarwal, Creative Head, Arms Communications, said, “The new commercial for Livpure RO takes the brand a step ahead than the rest. The membrane is known as the heart of the water purifier. The message that we wanted to drive home is that only Livpure boasts of 2000 TDS membrane that can clean water from taps, bore wells or tankers. Most RO water purifiers sold in India can’t purify water with impurity levels up to TDS 2000, exposing consumers to high risk of water borne diseases. With Sachin Tendulkar being the brand ambassador and educating the viewers on this issue, he would easily win the trust of everyone.”
Agency: Arms Communications
Creative Head: Moon Agarwal
Copy Head: Sanjeet Ahluwalia
Director: Kunal Shivdasani
Production House: Virtual Reality
Producer: Kunal Shivdasani