With a decade-long presence in the furniture business, Style Spa, the furniture arm of SK Poddar Group of Companies and Zuari Industries Ltd, has relied heavily on print media advertising so far. But now, the furniture retail major, which is on a dynamic store opening and expansion spree, has recently launched two new TVCs for the first time.
The first of the two TVCs, titled Style Spa Living room, opens with a dog staring at his master, who is lying on a sofa. The dog barks and wants to play with his master, who refuses at first, but then playfully throws a ball for the dog to fetch. This continues till the ball rolls under a table and the man lazily gets up to take it out. As he gets up, his wife, who is recording the entire play, exclaims, “My sofa!” They see their dog lying comfortably on the sofa. The TVC ends with a voiceover saying: “Moments become memories. Style Spa furniture”. The second TVC is titled Style Spa Bed Room. Both the TVCs have a ‘hand camera’ effect to capture the moments.
Arun Mahajan, Managing Director, Style Spa Furniture, said, “We as an organisation have always believed in connecting with the customers better. Having pioneered the model of ready-to-assemble furniture (RTA) business in India (we started retailing furniture in 1997), we thought we should always take the lead in terms of trying to build a brand relationship with the customers, and this resulted in this television campaign.”
He further said that this campaign was conceived on their core philosophy ‘Everything we do is for the love of furniture’. While furniture buying could be mostly transactional and price led, once it becomes a part of one’s home, it becomes a part of one’s life. Mahajan elaborated, “Almost each one of us has our favourite place on the sofa, preferred dining chair, regular side of the bed where we sleep, etc. – these are integral to our lives.”
The new TV campaign is being supplemented by focused print, outdoor and online campaigns. The company was spending adequate money that was required for this kind of campaign, said Mahajan. When quizzed further about the online spend, he said, “On a percentage level, it’s not too high. Maybe it’s just 2 per cent of our total spend. It’s an experimental medium for us. For people like us, who are getting into brand building for the first time in a larger way, the ideal way would be taking the conventional route.”
According to Mahajan, Style Spa was perhaps the largest furniture retailer by any standard in the country. “Generally, they all talk about schemes, prices or offers, clearances or end of season sale, et al. We said, let’s break free from the clutter and relate to the customer with a strong brand connect,” he added. TBWA\ and Lodestar UM are the creative and media agencies, respectively, who have put together this campaign, along with the Style Spa marketing think-tank.
In sync with the new campaign, the Style Spa website had also been revamped, informed Mahajan. “The new website is in sync with the overall brand philosophy and there is a good linkage in terms of our efforts to connect with the customers,” he added.
The furniture major is present in 65 cities across the country having its own stores. Mahajan informed that Style Spa would be having 115-120 stores across the country by the end of the year.
There was a cognizable increase in terms of footfalls in the store after the launch of the the campaign, he claimed, adding that being on the threshold of the festive season, Style Spa expected sales to increase further in the coming months. “The brand campaign is timed according to the pre-festive season. We have not done it during the festival because there will be a huge clutter on television,” he explained.
Mahesh M, VP, Sales & Marketing, Style Spa, said that a unique ‘loyalty programme’ had also been launched for the customers. This was yet another initiative by the brand to establish long term relationships with its customers, he said, adding that ‘Club Sterling’ would help strengthen the company’s bond with the customers, with whom they were connecting through their brand campaign.