Timed around Diwali, Urban Ladder has released a 7:16-minute-long emotional spot titled ‘Homecoming’. The digital film conceptualised by Boring Brands captures the journey of older parents who decide to move into their son’s home. It features actor Amit Sadh, Piyush Mishra and actress Taapse Pannu.
The online video tells a story of a son who insists that his parents come and stay with his family. But when his father arrives, he looks very hesitant and uncomfortable in his son’s home, because things here are a lot different. It is then, that the son along with his wife, decide to make thoughtful changes in the room, with the help of Urban Ladder furniture. The parents get pleasantly surprised by this effort and in the end make the decision to move in with their son.
Click here to view the ad:
Commenting on the campaign, Anshul Sushil, CEO and co-founder, Boring Brands said, “The festive season always sees an influx of TV commercials and content aiming to attract shoppers. The idea with this was to poignantly bring out the notion that family ties go beyond festivals. The new Urban Ladder film has been positioned in such a way, that it manages to touch every human chord. It is not a festive campaign as such, but has been timed around Diwali- Homecoming can happen around anytime.”
Regarding the long duration of the video, he added, “We believe in telling compelling stories and all our videos have always managed to capture that insight. It has always been about the right mood and emotions, which people have been able to relate to. We have weaved the story in such a way, so that people do not drop off in the middle.”
Giving his views on the film, Rajiv Dingra, Founder & CEO, WATConsult said, “I think the story was interesting though quite long and after a point, in the seven minutes it was sort of predictable as to what is going to happen. But even at seven minutes it does maintain a crescendo and use of good actors help the film. The subtle use of the brand helps in giving out the message that with Urban Ladder you can redo your house in just few days. So all in all it works, though I still feel the length could have been shorter and much tighter for better impact.”
On the other hand, Naresh Gupta, Managing Partner, CSO, Bang in the Middle cited, “This is a really long short film to just tell me that Urban Ladder has furniture that both the young couple and their parents will like. It’s almost too indulgent to just build on the fact that they have range, variety and that their products make house into home. So much that all four protagonists can be teary eyed and the audience can have a lump in their throat. I wish the story was tighter, more nuanced, and not so soppy.”