afaqs! news bureau

Rentomojo: Redefining lifestyle statements

The campaign is currently being executed in Delhi-NCR, Mumbai and Pune.

Even though we love to indulge in the luxury of doing up our homes or offices at leisure, in today's fast-paced life, it remains just that - a luxury, both in terms of time and affordability. Having identified this need of young homemakers and the lack of resources at their disposal, Rentomojo, the online rental platform for furniture, furnishings, appliances and other home verticals, has worked on upon the insight and has come up with a fun and quirky outdoor campaign titled 'How Your House Feels...Unfurnished!'

The campaign aims to create not just brand awareness, but get people comfortable with the idea of renting furniture online. The campaign which kicked off on January 14, will continue until January 30 across Delhi-NCR, Mumbai and Pune. It has been created and conceptualised by the in-house team at Rentomojo while Span Communications is the media buying agency for the campaign.

Rentomojo: Redefining lifestyle statements
The out-of-home (OOH) campaign targets students, newly-weds and young office-goers within the 21-35 years age bracket, and in the socio-economic classification (SEC) A and B, who are mostly migrants from other cities living in rented apartments.
Rentomojo: Redefining lifestyle statements
"Once you step out of your parents' home, renting a flat is the best option that you have. In metros such as Delhi, Bengaluru and Mumbai, the difference in the rent of furnished and unfurnished apartments is very high. Therefore, renting furniture and basic appliances instead of buying is a wise decision and makes life more convenient," says Geetansh Bamania, chief executive officer and founder, Rentomojo.

Elaborating on the problem of renting in India, Bamania further says, "We, as a category creator, aim to provide affordable and convenient rental solutions for all. This is evident in the fact that we started in December 2014 and today, we have an active customer base of around 3,000 across major metros."

Commenting further about the campaign, he adds, "It's an unusual and peculiar campaign for a renting company to have come up with. We are sure that our consumers will love the quirky visuals which have helped us grab eyeballs on the roads. The campaign, which ensures our brand prominence and also gives us mass visibility, will eventually help us create widespread awareness among customers."

Over 30 hoardings have been put up across various locations in Delhi-NCR, Pune, and Mumbai as part of the activation. In Mumbai, the hoardings have come up at bus shelters across the Western Express Highway (WEH), Eastern Express Highway (EEH), as well as corporate parks in Malad, Powai and Goregaon.

In Pune, the hoardings have come up in Viman Nagar, Magarpatta City and Hinjewadi.

As part of the outdoor advertising, auto rickshaws in Delhi-NCR carried the ads and multiple-branding was carried out at DLF Cyber City, Gurgaon.

Apart from outdoor promotion, the campaign has also been supplemented with radio ads, social media, Google Display Network (GDN), in addition to targeted event activations executed in specific catchment areas for students and corporate employees.

Rentomojo: Redefining lifestyle statements
Sharing his thoughts on the campaign, Anurag Varghese, senior visual designer, Rentomojo, says, "The whole intent behind the campaign was to grab the attention of consumers in a quirky and interesting manner. The creative execution of the campaign endeavours to strike a chord with consumers and manages to get a laugh with its self-effacing humour."

Rentomojo is an online rental company started by IIT-M alumni Geetansh Bamania and Ajay Nain in 2014 with a vision to revolutionise the way people meet their lifestyle needs at affordable costs. It offers online rental services for everything -- from furniture and appliances to trekking equipment and bikes.