Lowe Lintas & LinTeractive unveil inaugural digital campaign for HouseFull
The campaign wisely showcases durability and quality of outstanding furniture pieces by HouseFull .
Housefull.com, India’s premier furniture and furnishings destination has unveiled its inaugural digital campaign - ‘No Rok Tok’, highlighting a magnificent range of durable furniture pieces with unique colours, design combinations and utility driven shapes to fit within traditional and modern houses.
The digital campaign has been conceptualized by Lowe Lintas Delhi in partnership with LinTeractive, the digital agency of MullenLowe Lintas Group. Directed by Shayondeep Pal, the film revolves around the concept of ‘No Rok Tok’. Traditionally, every one of us faces restrictions over the way we use our furniture, fearing breakage or damage. But HouseFull furniture being sturdy and durable, gives us the liberty to use it without unnecessary limitations.
Explaining the rationale behind the digital campaign, Akshay Chaturvedi, CEO, Housefull.com said: “Lowe Lintas & LinTeractive have done a great job in conceptualizing this campaign, which clearly conveys our strength to the consumers. It’s a different and unique take on the whole idea of furniture. It just doesn’t talk about design but also focusses on one of the most important factors that the Indian consumer considers while buying furniture - durability. This is our very first digital campaign and we are excited about it.”
The film opens with a small kid jumping and dancing on the bed with joy, when suddenly his mother walks in to his room. As soon as the kid sees his mother, he freezes in the fear of being scolded for dancing on the bed. Poised to give a scolding, the mother smiles and instead asks why he hasn’t switched on the music, thereby highlighting the idea that in a house furnished by HouseFull’s durable furniture, there is ‘No Rok Tok’.
“There is always somebody in the house who stops us from being completely free and comfortable. Whether it is not to put our feet on the table or not to jump on the bed in joy…there are always self-imposed restrictions even at home. It is this very behaviour we wanted to change through our communication, riding on the fact that the quality of wood used in HouseFull furniture is very durable and solid. That’s where the germ of the idea of ‘No Rok Tok’ came from. The communication across digital platforms takes a stand against putting restrictions and self-imposed rules, and instead encourages people to be free and feel free to express themselves,” says Naveen Gaur, President, Lowe Lintas Delhi.
“Though the Indian consumer is warming up to the idea of buying furniture online, they still remain concerned about the durability of the furniture bought online. HouseFull wanted to address this concern and I feel the campaign No Rok Tok furniture is a beautiful expression of the same. This is our first ever chance to showcase our stylish, yet durable range of furniture and we wanted to make a digital film because that’s the media that our consumers are consuming. We are pleased to have Lowe Lintas as our partners; they have done a great job on this campaign.”, says Sana Ahsan, Brand Manager, Housefull.com.
Sumanta Ganguly, EVP – LinTeractive added: HouseFull’s exquisite furniture collection includes a vast variety of stylish pieces such as sofa sets, dining tables, bedroom sets, and wardrobes to furniture accessories such as shoe cabinets, book cases, bean bags and furnishings.
Housefull.com is an online furniture and furnishings market place. It provides the best-in-class furniture solutions with quick delivery and after- sales service. Equipped with an in-house R&D team, the products are exclusively designed to best match the preferences and expectations of different buyers.