RentoMojo Invites its Consumers to the Most Eccentric Wedding of the Season!
With the wedding season round the corner, there is a lot of excitement and anticipation in the air. From pre-wedding shoots to beautiful destination weddings, social media timelines get into a mad frenzy of innovative hashtagging and wedding memorabilia every year during this time. The image of a perfect Indian wedding today is governed by a lot of stereotypes like the perfect wedding dress, the quintessential Instagram and Snapchat filters, stunning destinations, outstanding decor and dreamy photoshoots.
However, this wedding season, RentoMojo had invited all its consumers to an extremely unconventional and quirky wedding-#PriyaWedsSofa. Priya is a modern enthusiastic young working professional who has powerful dreams, is extremely confident, dynamic and talented in own way. Her job requires her to travel across various cities quite often.
However, each time she chooses a piece of furniture for her new home, she goes through the emotional topsy turvy of not wanting to part with it and therefore feels totally married to it. This new campaign of RentoMojo #PriyaWedsSofa is a satire targeting the mindset of getting married to a piece of furniture for years without wanting to part with it, even though it means high relocation costs and the same boring interiors year on year. The campaign creatively builds awareness about accessing a particular lifestyle without actually owning it.
The campaign, conceptualized, designed and produced by Dentsu Webchutney, spanned out in three phases. The first phase encapsulated the invite being sent to the consumers and twitter influencers followed by the second phase creating the buzz on twitter around the hashtag. Third and the final phase includes revelation of the invite and its connection with marriage showcasing that when it comes to furniture, one doesn't have to say forever. In the past, RentoMojo has done some extremely quirky and bold campaigns like #pappunahismartbano and the OOH one which was based on how an unfurnished house feels like a naked man in the presence of guests and relatives.
Commenting on the campaign, Geetansh Bamania, CEO & Founder, RentoMojo, said, “ Associating daily life essentials with long term commitments has been a prevalent mindset of Indian consumers and through this campaign, we want to emphasise that through smart ownership one doesn't have to feel being tied up to them. We are working towards making renting furniture far more affordable than buying which can be restrictive in many ways. We want to encourage the millennial generation to open up to change when there are smart, convenient and affordable solutions are available for smarter lifestyle choices. We hope through this campaign we have successfully created buzz and reached out to all of these consumers for smarter lifestyle choices.”
Commenting on the insight and execution, Gautam Reghunath, SVP & Branch Head of Dentsu Webchutney, Bangalore said, “We operate in a world where the meaning of ownership and commitments have drastically changed. Through this campaign we wanted to bust the mindset that marriage is only about vows between two individuals; unknowingly we get married to a lot of inanimate objects in our everyday lives which tie us down and demand long term commitments just like any other relationship. The campaign was conceptualized in the form of a satire so as to make it extremely thought provoking about how inadvertently we keep taking unnecessary ‘wedding vows’ with every new furniture purchase. We hope that with the quirky and unique visuals we have successfully helped the brand to reach out to it’s effective target group.”
The present campaign with its message of smarter lifestyle choices has received viewership across various social media platforms like YouTube, Twitter. It started trending on Twitter and has received 8 million+ impressions in just 6 hours.