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Urban Ladder launches radio campaign

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | May 22, 2014
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The online furniture company has launched its first mass media campaign in Bengaluru.

Urban Ladder, a furniture selling company, has launched its first ever radio campaign in Bengaluru across three radio stations - Radio Indigo, Red FM and Fever 104.

Urban Ladder

Ashish Goel (left) and Rajiv Srivatsa

The month long campaign targets new home owners across the city, who are looking for wardrobes and sofas, and highlights the benefits of shopping with Urban Ladder.

The online furniture company has earlier created brand value and recall with its Facebook advertising. It also uses other digital media such as Google advertising, retargeting and email marketing to reach its customers.

Urban Ladder has awarded its media buying duties to The Media Ant. Samir Chaudhary, CEO, The Media Ant, says, "We are thrilled to join hands with Urban Ladder and be a part of their first ever mass media campaign. We are sure this campaign will help the brand reach out to a wider audience and highlight its benefits to the target customer. Based on feedback from Bengaluru, we will explore the option of taking the radio campaign to other cities soon."

Rajiv Srivatsa, COO and co-founder, Urban Ladder, says, "We have relied greatly on Facebook advertising in the past and have witnessed success with the medium. It has taken our brand places by catching eyeballs and has helped spread positive word of mouth. While we will continue to use Facebook as an important advertising channel, we feel it is the right time to explore radio to increase our reach and brand recall to support the company's expansion plans. Radio is our first experiment in mass media and we will soon explore other channels such as cinema advertising and BTL activities."

Urban Ladder was launched by co-founders Ashish Goel (CEO) and Rajiv Srivatsa (COO) in July, 2012 and is backed by top tier venture capital firms, Kalaari Capital and SAIF Partners. It has a curated catalogue of over 1000 products from more than 25 furniture categories and presence in nine cities in India.

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