Content has played a central role in Livspace's marketing strategy: Kartikeya Bhandari

Bhandari, CMO, Livspace, speaks about the #LivspaceYourSpace campaign, partnering with Girliyapa’s Mr & Mrs Season 2 and how content forms an integral part of their marketing strategy

e4m by Neethu Mohan
Updated: Feb 12, 2020 2:45 PM
Kartikeya Bhandari Livspace

Livspace is one of the leading full-stack home interiors solutions in the country. They have recently rolled out their first-ever digital campaign #LivspaceYourSpace’. The brand has partnered with Women-centric entertainment channel, Girliyapa from the house of The Viral Fever and has launched Mr. & Mrs. season 2.

In conversation with exchange4media, Kartikeya Bhandari, Chief Marketing Officer at Livspace spoke about the campaign, partnership with Girliyapa’s Mr & Mrs Season 2, on how content forms an integral part of your marketing strategy etc.

“As an online full-stack home interior solution, a large part of our brand experience rests online. It is imperative that we create a strong and engaging brand experience for our customers on digital platforms. It is important to create awareness amongst the right audiences for the solutions we offer,” says Kartikeya Bhandari.

Digital efforts are a critical part of the brand’s journey solutions, they are focusing on using the digital medium to create awareness and build trust in the brand.

Elaborating on the objective of the campaign he said, “The objective of this campaign is to create a category for a full stack solution like Livspace by building trust in the brand and our offering. As a home design solution that employs a three-sided marketplace model, connecting different stakeholders is part of the home design process (Designers, Vendors and Consumers). It is important that we communicate the seamless and superior home design experience we offer to our consumers. We aim to position Livspace as the most beneficial alternative to homeowners who would have to otherwise jump through hoops and this campaign helps us communicate our vision tactfully to our audiences.”

The brand has recently partnered with Girliyapa’s Mr & Mrs Season 2. Speaking on the association Bhandari said, “Girliyapa’s Mr & Mrs, aptly portrays the modern challenges faced by young couples in India. We felt that this show was a perfect fit to describe problems that young couples face when it comes to the journey of turning their house into the home of their dreams. Through our partnership with TVF, we were able to connect with the right audience and educate them about the problems that homeowners face with regards to working with unorganised players. We were able to seamlessly integrate this messaging in the storyline for Girliyapa in a compelling and engaging script which worked well for us.”

“There are multiple activities being conducted as part of this campaign, where the TVC will run on multiple platforms including SonyLiv, VOOT, TVF, YouTube, Instagram, Facebook, InShorts, and Hotstar. Apart from this, Livspace has also served as the associate sponsor on Hotstar for the India-Australia cricket series in January 2020,” added Bhandari.

“Livspace brings transparency, predictability and personalisation to the home design process,” asserts Bhandari.

He continued, "Our three-sided marketplace that is backed by robust technology, forms the backbone of our solution that brings together homeowners, designers and vendors. We have both in-house designers and vendors as well as independent contractors and designers that choose to list themselves on our marketplace to gain access to leads. Individuals who work with independent partners for their home see the process of home renovation as cumbersome, however by integrating the key stakeholders and their data on the back-end, we offer customers a seamless, predictable and transparent experience.”

“Apart from this, Livspace is also attempting to bring structure to the fragmented home interiors industry by providing access and leads to designers and vendors by connecting them with a customer base. The streamlined system that uses data and tech to integrate all stakeholders ensures standardisation of processes, pay scales and quality of service. This provides value not only to consumers but also to designers and vendors, which is why they choose to work with us, “ he added.

Content forms an integral part of their marketing strategy

“Our goal is to create a strong category and build trust in the solution we offer. Home interiors and renovation is a big-ticket expense and it is important for us to adopt a marketing strategy that is high on engagement. Content has played a central role in our marketing strategy and by extension in this campaign. For #Livspaceyourspace we focused on creating content in the form of ad films that showcase the journey of a couple in the form of ‘slice of life’ videos. These ad films describe how the couple’s home interiors experience is ruined by a problem arising from badly done interiors in a humorous way. This is followed by creating awareness about Livspace’s offering & customer promise.,” said Bhandari.

“The content has been created in such a manner that it comes off as highly relatable to the struggles one goes through or has seen their peers go through when it comes to doing up their interiors. It was important for us to bring out the relatability in these experiences as it helps us engage better with our target audience. By employing such a strategy, we are able to position ourselves to target audiences clearly, helping create awareness and solidify our position as a category leader. This will continue to be a focus for us in 2020,” he added.

Speaking on the goals for 2020, Bhandari said, “From a business sense, in 2020 we plan to expand our footprint beyond the Indian metros and scale up our operations in new markets across the country while further solidifying our presence in existing markets. Expanding our operations in Singapore, which were launched recently is also a huge priority for us, as this is an international market that is uniquely suited to the solution we offer. Apart from this, we are also targeting the launch of multiple new ‘Experience Centres’ across the country to offer our superior omnichannel retail experience to customers.”

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