New digital campaign seeks to raise awareness about the role of high-quality RO purifier components in ensuring safe drinking water and long-term system performance
Lexpure, one of India’s leading manufacturers of reverse osmosis (RO) water purification components, has launched a new digital video campaign featuring Bollywood actor Kareena Kapoor, as the company looks to strengthen consumer awareness around the importance of quality components in water purification systems.
The campaign, unveiled on Wednesday, aims to shift attention beyond the exterior appearance of water purifiers and towards the internal components that determine their performance, reliability and ability to deliver safe drinking water. It also features Special Ops fame actor Vipul Gupta.
Lexpure said the initiative is part of its broader effort to increase visibility and recall within India’s rapidly expanding water purification market, where rising concerns over water quality have fuelled widespread adoption of RO systems across households and businesses.
In the campaign, Kapoor anchors the message around trust and reliability, while Vipul Gupta, known for his role in the television series Special Ops, appears alongside her to reinforce the importance of dependable RO components in ensuring purifier efficiency and consistency.
The campaign highlights Lexpure’s focus on component-level innovation, an area that has gained significance as consumers become more aware of the factors influencing water quality and purifier performance.
Shreyansh Shah, Chief Executive Officer of Lexpure, said the rapid expansion of India’s RO industry has also brought challenges related to the use of sub-standard and untested components.
“A purifier may look perfect from the outside, but if its internal components are not dependable, it can directly impact performance, water quality and ultimately the health of the family using it,” Shah said.
According to the company, Lexpure operates one of the country’s largest RO component manufacturing networks and supports a service ecosystem of more than 70,000 technicians across India. The company supplies a range of components designed to improve purifier performance, extend product life and ensure consistent water quality.
With the latest campaign, Lexpure is aiming to strengthen its position in the RO components segment while encouraging greater awareness among consumers, service partners and industry stakeholders about the role of high-quality internal systems in delivering safe and reliable drinking water.
