FabFurnish.com has launched its first television commercial. Marking an important milestone in the brand's journey, the TVC aims to take assortment and trust associated with the company to the next level through two ad films. The campaign has been conceptualised by Gurgaon-based creative agency Bang In The Middle (BITM).
Vaibhav Aggarwal, MD & Co-founder, FabFurnish.com, said, “We have had an extremely exciting and successful journey since the launch in March 2012. FabFurnish.com offers consumers access to the widest range of furniture and home décor items, with best quality, at unbeatable prices. The response so far has been great, and we have been successful in developing strong brand equity. With our television commercials, we aim to reach out to an even larger audience with our value proposition.”
The first film plays around the concept of 'bigness' which complements the large assortment of quality products and brands available on the website, that enables customers to make great purchases sitting at home. The TVC captures slice-of-life moments to elaborate on the idea of 'bigger choice than the biggest markets'.
The second film centers on the concept of 'trust'. The TVC shows how the brand, with its commitment to ensure complete customer satisfaction, has managed to gain the trust of people in a short span of time.
Naresh Gupta, Chief Strategy Officer, Bang In The Middle, commented, “E-com brands have been changing the way people see consumer brands. Strategically, we want the consumers to alter their existing shopping habits – give up on the old poorly stocked stores; give up on limited ranges, and hassles of timings. We want them to experience the widest range and enjoy a great shopping experience, that too sitting in the comfort of their home. FabFurnish.com will change the way India decorates its homes. The new proposition from FabFurnish.com will surely make it the first choice shopping destination.”
For Prathap Suthan, Chief Creative Officer, Bang In The Middle, working on e-commerce projects is always a pleasure. “I have always enjoyed working on e-com clients. And working out a campaign for FabFurnish.com aimed at the belly of mass India, and coming back to basics with a contemporary skew. I suppose this is the way forward and the future of businesses in India – a combination of digital, technology, social media and mainstream advertising – all fired on the back of brand building and ideas. Loved working on this campaign, which is a fine balance between a category and a brand,” he said.
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