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Urban Ladder comes out with its maiden campaign ‘Brings you closer’

Campaign conceptualised by Lowe Lintas, revolves around the thought that home is where people connect with each other, and furniture plays an important role in it

BestMediaInfo Bureau | Mumbai | February 2, 2015

Urban-Ladder Click on the image to watch the TVC.

Urban Ladder, the online furniture and home decor company, has launched its first television campaign titled ‘Brings you closer’. The idea behind the campaign is that the place where you can find shared memories echoes of good times and various other thoughts is called home, and furniture plays an important role in it. The campaign has been conceptualised by Lowe Lintas and it revolves around a couple on the brink of separation.

The TVC begins with the husband packing his things as he is about to move out. The wife points at the sofa in their living room and suggests he should take it because he bought it. The husband however insists she keep it since she selected it. Just before the husband is about to leave, the couple wonders why they haven’t been able to sit together and talk about their problems. The film ends with the couple attempting a conversation on the very same sofa.

GV Krishnan GV Krishnan

Commenting on the campaign, GV Krishnan, Executive Director, Lowe Lintas, said, “We saw a unique opportunity to differentiate and say an emotional story and this inspired us to conceive the idea that wonderful things happen in beautiful homes.”

Rajesh Ramaswamy Rajesh Ramaswamy

Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, added, "This was a very different creative experience, and we had to get the emotion and the pitch right for the script. It was really bold of the client to believe in a script that is not clichéd.”

Rajiv Srivatsa Rajiv Srivatsa

Expressing his views on the campaign, Rajiv Srivatsa, COO and Co-founder, Urban Ladder, said, “Home is where people connect with each other, and furniture plays an important role in it. Furniture is no more just a functional element; it’s a representation of one’s identity and also of moments shared together with loved ones. Our brand campaign aims to highlight this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.”

The TVC:



Client: Urban Ladder

Agency: Lowe Lintas

Executive Director: GV Krishnan

Executive Creative Director: Rajesh Ramaswamy

Production House: Electric Dreams Film Company

Direction: Aniruddha Sen

Background Score: Shantanu Moitra


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