Sign up for afaqs! Newsletters
#PappuNahiSmartBano says RentoMojo
The online furniture-renting platform's quirky digital campaign educates consumers about the benefits of renting over buying
Why spend when you can rent seems to be the message that online furniture-renting brand RentoMojo is sending out to consumers through its latest digital campaign. Titled #PappuNahiSmartBano, the campaign features quirky creatives that educate consumers about the benefits that come with renting furniture as opposed to buying.
The campaign creatively brings to life the interesting character of Pappu, who thinks he's smart with his lifestyle choices, but soon realises that he ends up spending a bomb, buying unappealing and expensive goods, and eventually get swindled.
The campaign, which was released on March 11, saw an active participation of over 2,326 Twitterattis who used the hashtag #PappuNahiSmartBano and used it to share their imaginative versions of Pappu's buffoonery in everyday life. It reached out to over 4.5 million consumers on Twitter, and had over 14 million impressions on the platform.
Speaking on creating consumer awareness on the trend of furniture renting in India, Geetansh Bamania, CEO and founder, RentoMojo, says, "Today, a 25-30-year-old consumer is still not sure of what city he wants to settle in or how long he would stick with an organisation or city. Moreover, he doesn't view renting as a taboo anymore; it is a convenient option and a move towards a smarter lifestyle. We, as a category-creator, aim to provide affordable and appropriate rental solutions for all. This is evident from the fact that we started in December 2014, and today, we have an active customer base of over 6,000, across major metros."
Talking about the campaign, Bamania says, "The current digital campaign #PappuNahiSmartBano aims to connect and empathise with our consumers who want to have beautifully furnished houses, but are unaware of affordable and smarter options."
All OOH and digital campaigns of the platform are conceptualised, designed and produced in-house. Apart from outdoor promotion, the campaigns had been supplemented with radio ads, social media, Google Display Network (GDN), and event activations in specific catchment areas for students and corporate employees.
Bamania, an IIT-Madras alumnus started the platform with Ajay Nain, COO and co-founder in 2014, with a vision to revolutionise the way people meet their lifestyle needs. The platform offers online rental services for furniture, appliances, trekking equipment, and bikes.