The brand uses humour and relatable characters to highlight the daily struggles of water can users and promote its subscription-based smart purifier model amid rising monsoon concerns.
Bengaluru, 30 July 2025: DrinkPrime, India’s leading subscription-based smart water purifier brand, has unveiled its new campaign Loot ka The End, aiming to spotlight the ongoing water-related challenges faced by urban renters and homeowners—especially during the monsoon season when water safety and hygiene become critical.
The campaign delivers a hard-hitting message through satire, featuring the fictional Inspector Popatrao Jadhav investigating residents who feel ‘robbed’—not of valuables, but of time, health, and peace due to unreliable water solutions. The film introduces characters like Bholaram, who struggles with 20-litre water cans, and Mr. Phirse, a metaphor for high maintenance costs of traditional purifiers.
“Water access continues to be a blind spot in India’s urban rental landscape,” said Manas Ranjan Hota, CMO and Co-founder at DrinkPrime. “People are forced to choose between unhygienic water cans and outdated purifiers that involve hidden costs and frequent breakdowns. Our campaign challenges this status quo and introduces DrinkPrime as a smarter, renter-friendly alternative.”
DrinkPrime’s rental-based model offers users a hassle-free experience, including free installation, servicing, and maintenance with no upfront hardware cost. Its IoT-enabled smart purifiers feature advanced RO+UV filtration, reintroduce essential minerals like calcium and magnesium, and provide real-time usage tracking. In cities like Mumbai where municipal water is already treated, UV-only variants are also available.
“With the campaign, we’re taking a step toward becoming a truly pan-India brand,” added Ashwin Dhumal, Vice President – Growth, DrinkPrime. “Our expansion into cities like Mumbai and Pune has been powered by strong word-of-mouth. We’re now building a mass product line that adapts to each city’s unique water challenges.”
Currently active in nine cities including Bengaluru, Delhi-NCR, Hyderabad, Mumbai, and Pune, DrinkPrime is gaining strong organic traction, especially in urban rental communities.
Snigdha Sunil, Head of Brand Marketing at DrinkPrime, said, “Loot ka The End uses humour to make people reflect on why they continue putting up with unreliable options when a smarter, more affordable, and healthier alternative is within reach.”
As monsoon-related water concerns mount, the campaign arrives at a critical juncture, encouraging conversations around access, affordability, and safety in urban drinking water.
About DrinkPrime:
DrinkPrime is India’s leading IoT-enabled, subscription-based water purifier brand, designed specifically for urban rental households. With a pay-as-you-go model and smart features like real-time tracking and automatic servicing, DrinkPrime aims to revolutionize the way India accesses safe drinking water.
