Delhi, 9th October 2025: Livpure, one of India’s leading and most trusted customer-centric brands dedicated to consumer well-being, has launched a new digital video campaign titled ‘No Hidden Terms, Just Pure Water’. Last year Livpure launched India’s largest range of maintenance free water purifiers keeping in mind the Livpure’s larger purpose of democratizing access to pure and safe water for every Indian household. Through this initiative, Livpure seeks to address another key consumer concern, the confusion created by fine print and conditional promises in the water purifier category while reinforcing its commitment to transparency, trust, and simplicity in innovation.

Across India, households face diverse water challenges, from high TDS and varying hardness to heavy daily usage, yet the category continues to be driven by one-size-fits-all claims that often overlook real conditions. Through a relatable, slice-of-life story, the campaign exposes this everyday frustration and positions Livpure Lotier AIoT purifier as an honest choice that delivers 2.5 years of truly maintenance-free service, covering filters, RO membranes, and maintenance without exceptions.

The DVC uses a conversational, humorous tone to connect with consumers who’ve long felt misled by complex service terms. By holding up a mirror to the category, it urges viewers to question the fine print and seek genuine transparency. The campaign continues Livpure’s purpose-led storytelling, shifting the conversation from transactional marketing to one rooted in honesty, clarity, and consumer well-being.

Nitin Malhotra, Chief Marketing Officer of Livpure, said, “Indian consumers today are far more aware and expect honesty over hype. Too often, brands use jargon, complicated terms and fine print, leaving people frustrated and unsure of what they’re truly getting. With this digital video campaign, we wanted to start a conversation, not about technology alone, but about trust. Thus, our latest Lotier AIoT purifier aims to reflect our belief that innovation must come with transparency, empathy, and accountability. This isn’t just about selling a product; it’s about setting a higher standard for how the category communicates with its consumers.”

With the introduction of Livpure Lotier AIoT, a next-generation water purifier, the campaign highlights Livpure’s commitment to simplifying wellness through innovation. The product offers 2.5 years of truly maintenance-free peace of mind, ensuring consumers never have to worry about hidden costs or conditional service. Through this launch, Livpure reinforces its long-standing vision of “Crafted for your Wellbeing” built on transparency, dependability, and complete honesty.