Home >> Advertising >> Article

Urban Ladder releases emotional ‘Homecoming’ spot around Diwali

04-November-2015
Font Size   16
Urban Ladder releases emotional ‘Homecoming’ spot around Diwali

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.”

Expert view:

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.”

Tags Anshul Sushil Boring Brands WATConsult Naresh Gupta

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey