Urban Ladder plays the emotional game with ‘Brings You Closer’

28 Jan,2015

By A Correspondent

 

Online furniture company Urban Ladder has unveiled a new brand campaign ‘Brings You Closer’.  The online furniture and home décor company’s first TVC went on air on 27th January’15.

 

The storyline of the TVC revolves around a couple on the brink of separation. While the husband is packing up to move out, the wife points at the sofa in their living room and suggests he should take it because he bought it. The husband however insists she keeps it since she selected it. Just before the husband is about to leave, the couple wonders why they haven’t been able to sit together and talk about their problems. The film ends with the couple attempting a conversation on the very same sofa.

 

Rajiv Srivatsa

Expressing his views on the campaign, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Home is where people connect with each other, and furniture plays an important role in it. Furniture is no more just a functional element; it’s a representation of one’s identity and also of moments shared together with loved ones. Our brand campaign ‘brings you closer’ aims to highlight this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.”

 

The campaign has been conceptualized by Lowe Lintas.  GV. Krishnan, Executive Director, Lowe Lintas said, “We saw a unique opportunity to differentiate and say an emotional story and this inspired us to conceive the idea – ‘Wonderful Things Happen in Beautiful Homes.” Rajesh Ramaswamy, Executive Creative Director said, “This was a very different creative experience, and we had to get the emotion and the pitch right for the script. It was really bold of the client to believe in a script that is not cliché.”

 

Urban Ladder’s marketing and advertising initiatives were largely focused on the digital medium thus far. This is the first brand campaign that intends to explore other media channels such as television, radio, print and outdoor media to broaden its reach.

 

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