30th July 2025 | Bengaluru: DrinkPrime, India’s leading subscription-based smart water purifier brand, has launched its latest brand campaign, Loot ka The End, across its core markets. The campaign marks a pivotal moment in the brand’s journey to challenge outdated water consumption habits and raise awareness around safer, smarter alternatives—especially in urban rental households.
Loot ka The End draws attention to the daily water-related challenges faced by urban renters and homeowners, particularly the rising concerns around 20-litre water cans and traditional water purifiers. Poor handling, questionable storage, inconsistent deliveries, and potential exposure to microplastics have made water cans an unreliable option. At the same time, conventional purifiers often involve high upfront costs, frequent breakdowns, and hidden servicing charges.
At the centre of the campaign is Inspector Popatrao Jadhav, a fictional police officer investigating a housing society where residents feel robbed—not of valuables, but of time, peace, and health. The film features Bholaram, who personifies the endless struggle with unreliable water cans, and Mr. Phirse, who represents the mounting costs of water purifier maintenance. Through humour and satire, the campaign urges viewers to rethink their daily water choices.
Commenting on the campaign launch, Manas Ranjan Hota, CMO and Co-founder at DrinkPrime says, “Water access continues to be a blind spot in India’s urban rental landscape. Whether it’s unreliable water cans or the ongoing maintenance contracts and servicing hassles of traditional purifiers, people are often left to compromise. With this campaign, our aim is to spotlight these everyday challenges and show how DrinkPrime’s rental model offers a reliable, healthy, and hassle-free alternative, combining the flexibility of cans with the consistency of advanced purification, minus the ownership burden.”
DrinkPrime’s subscription includes installation, servicing, and maintenance at no extra cost. Users pay a fixed monthly rental with no hardware charges or hidden fees. The purifiers come with advanced RO+UV filtration, reintroduce essential minerals like calcium and magnesium, and are IoT-enabled for real-time usage tracking. In regions like Mumbai, where treated municipal water is often available, DrinkPrime has also introduced UV-only products tailored to local water profiles.
“We want to become a pan Indian brand and this campaign is a step in that direction,” said Ashwin Dhumal, Vice President – Growth, DrinkPrime. “Our growth in new cities like Mumbai & Pune has been driven largely by customer referrals and word-of-mouth. As we expand, we’re also building a mass product line that adapts to each city’s unique water challenges. The goal is to build solutions that are not just widely available, but locally relevant.”
Currently active in nine Indian cities including Bengaluru, Hyderabad, Delhi, Gurugram, Ghaziabad, Mumbai, and Pune, DrinkPrime has seen strong organic traction in newer markets.
“We set out to highlight the everyday struggles that water can users face and to challenge the belief that buying an expensive purifier is the only alternative,” says Snigdha Sunil, Head of Brand Marketing, DrinkPrime. “Loot ka The End uses humour and satire to make people reflect on why they’re still putting up with these daily hassles when a smarter, healthier and more affordable option like renting exists.”
With the monsoon season heightening awareness around hygiene and water safety, the launch comes at a timely moment for conversations about access, quality, and convenience in urban drinking water.