The Co. Integrated gives a fresh take with hilarious spin in new TVCs for Rushil Décor’s Vir MDF

THE CO INTEGRATED has conceptualised and executed two strikingly different and hilarious TVCs as part of a campaign to introduce Vir MDF from the house of Rushil Décor. The core proposition of Rushil Décor is that it offers world class interior décor solutions that are durable, versatile and flexible, with the latest launch they look at changing the face of MDF in India.

The campaign includes two TVCs that are both a fresh and unconventional take on Vir MDF’s core proposition with a humorous cinematic portrayal of the product benefits. Both films ensure that the rational benefits are demonstrated powerfully taking the ‘humour’ route to make the communication a lot more memorable.

Akrita Shrivastava, Chief Creative Officer, THE CO INTEGRATED, said, “The core challenges we face are the misconceptions carpenters, architects and interior designers have about MDF. We needed to create a communication that is entertaining, informative and demonstrative. We decided to create a carpenter duo- one who talks about the pros and the other who talks about the cons of the product. Essentially the film is a creative myth-buster.”

Sanjay Menon – Founder & MD, THE CO INTEGRATED, added, “Since we needed to convey the functional benefits of MDF, we decided to personify VIR and talk about its virtues like a groom being introduced to the girl’s family. We figured it was the best way to convey that that product is ‘sundar, sushil and tikao’.”

Rushil Thakker - Vice President, Rushil Décor says, “Being a company with a legacy of more than 25 years we believe in creating and marketing world class products that meets the consumers’ needs.

Vir MDF is poised to be the industry leader in its category which will be well supported in terms of product and marketing innovations. Parin Shah - Brand Head, Vir MDF – While the furniture industry is familiar with the shift in trend from plywood to MDF, our target group which comprises of OEMs, carpenters, interior designers, contractors, architects and end users continue to mistake MDF for ‘Particle Board’.

We, along with our communication agency THE CO INTEGRATED, recognized the opportunity and this campaign is designed for creating awareness to the masses and the classes for VIR MDF in its new avatar.