Urban Ladder indulges in 'pet' talk

By Aakriti Shrivastava , afaqs!, New Delhi | In Digital | August 26, 2015
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The brand's new digital campaign aims to highlight its services in a humorous way, with pets as the centre of attraction.

Online furniture and home decor portal Urban Ladder has launched a digital-only campaign, with pets as a focus this time. The brand that maintains that 'beautiful homes start here' in its television communication, has set out to draw attention to its services through witty pet banter.

The campaign, titled 'Comfort Creatures', comprises four ads predominantly featuring a cat and a dog, apart from a fish and a cockatoo in one of the videos. The ads show the point of view of the animals, highlight the company's services and the ease of shopping online. Each ad highlights a separate service like free delivery and assembly, interest free EMI, easy replacements and cash/card on delivery.

Urban Ladder's 'Comfort Creatures' campaign

Urban Ladder's 'Comfort Creatures' campaign

The idea was conceptualised in-house, scripted and executed by Circus Elephants (a division of MMSPL). The campaign went live on social media earlier this month.

Nikhil Ramprakash

"Over the last three years, we have received several heart-warming pictures from our customers of their pets sprawled over Urban Ladder furniture. These pictures were the inspiration behind the campaign, and we thought why not make pets the protagonists in our next digital campaign. Using pets helped us add both warmth and humour in these videos," says Nikhil Ramprakash, VP - marketing, Urban Ladder.

Ramprakash believes that furniture shopping still remains a pain point for consumers, as 85 per cent of the sector is unorganised, and sees a market gap to establish a trusted brand. The brand's service offerings also seem to work on this aim. "The option of cash on delivery helps us establish trust. Since COD is still the most preferred payment mode among online shoppers in India, it is good to have this option available for our customers," he adds.

The brand's TG comprises people who want to make their home beautiful and are not willing to compromise on quality and design of the products. Urban Ladder shoppers fall under the age group of 25-40 and have shopped online before.

The ads have been shot in Mumbai, over a span of three days by production house Pale Blue Dot. Nidhi Dewan, head of content in Bengaluru, Circus Elephants, says, "The brief was to deliver engaging content and also highlight the ease of shopping with Urban Ladder, weaved in a singular theme. We've also put emphasis on a sophisticated and sharp sense of humour, which will connect well with the brand's TG."

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