Housefull.com, India’s upcoming furniture and furnishings destination has unveiled its inaugural brand campaign that has been launched exclusively on digital platforms. The campaign highlights HouseFull’s core promise of durable furniture, by encouraging people to be ‘un-careful’ with their furniture. The creative expression, ‘No Rok Tok, emphasizes durability, while touching upon HouseFull’s wide range of unique colours, design combinations and utility-driven shapes that fit both traditional and modern homes.
The campaign has been conceptualized and executed by the Delhi offices of Lowe Lintas and LinTeractive, the creative and digital agencies (respectively) of MullenLowe Lintas Group. It comprises a series of short videos and a host of interactive content in the form of quizzes and animated gifs that lead to the core proposition of ‘No Rok Tok’. The content can be accessed at www.facebook.com/housefullonline/?fref=ts
Explaining the rationale behind the campaign, Akshay Chaturvedi, CEO, Housefull.com said, “Lowe Lintas & LinTeractive have done a great job in conceptualizing this campaign, which clearly conveys our strength to the consumers. It’s a different and unique take on the whole idea of furniture. It just doesn’t talk about design but also focusses on one of the most important factors that the Indian consumer considers while buying furniture - durability. This is our very first digital campaign and we are excited about it.”
The campaign video explores the emotional bond between a mother and her son in a rather unusual way. The child is shown jumping on the bed out of sheer excitement which brings a certain joy to his face. Using furniture as the premise, the film captures the love that lies beneath a mother’s tough external garb as she encourages the child to carry on expressing himself freely without worrying about the outcome. This is also the ethos that HouseFull seeks to employ so that their customers enjoy a ‘No Rok Tok’ experience when it comes to celebrating special moments.
“There is always somebody in the house who stops us from being completely free and comfortable. Whether it is not to put our feet on the table or not to jump on the bed in joy…there are always self-imposed restrictions, even at home. It is this very behaviour we wanted to change through our communication, riding on the fact that the quality of wood used in HouseFull furniture is very durable and solid. That’s where the germ of the idea of ‘No Rok Tok’ came from. The communication across digital platforms takes a stand against putting restrictions and self-imposed rules, and instead encourages people to be free and feel free to express themselves,” says Naveen Gaur, President, Lowe Lintas Delhi.
Sumanta Ganguly, Executive Vice President – LinTeractive adds, “While digital (and more so e-commerce) has become a business of discount-led acquisitions; we believe that bringing the conversation back to product quality is an important and bold move that will help build the right kind of conversations around the brand. It’s no longer about producing the content to deliver reach but rather ensuring one uses it to generate relevant conversations around the brand."
Housefull.com is an online furniture and furnishings market place. It provides the best-in-class furniture solutions with quick delivery and after- sales service. Equipped with an in-house R&D team, the products are exclusively designed to best match the preferences and expectations of different buyers.