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Urban Ladder turns pets into protagonists

Circus Elephants has scripted and executed the digital campaign, which has been conceptualised in-house and showcases furniture buying from a pet’s point of view

BestMediaInfo Bureau | Mumbai | August 20, 2015

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

Online furniture and home décor company Urban Ladder has released a new online campaign with four short videos featuring pets, titled ‘Creature Comforts’.  Pets are the protagonists in these fun videos that talk about the different services offered by Urban Ladder such as Free Delivery & Assembly, Interest Free EMIs, Easy Replacement & Returns and Cash or Card on Delivery. The message is driven during a light banter between different animals, who are pleasantly surprised by the exceptional service from Urban Ladder that makes furniture shopping look like a breeze.

The idea was conceptualised in-house, and scripted and executed by Circus Elephants (A Division of MMSPL). The campaign went live on social media earlier this month.

In the video titled ‘Old Dog. New Tricks!’, a smart alec cat tries to annoy an adorable dog by marking a new wing chair as her territory. But the dog makes a quiet comeback by claiming a larger bed as his, leaving the cat feeling quite foolish. At the end, the video subtly drives home the Free Delivery & Assembly message.

In another video in the same series, a pair of troubled gold fish are extremely thrilled to hear that Urban Ladder has a ‘Cat on Delivery’ option and they think the pesky cat is going to be taken away in exchange of some great furniture. But, of course, the cat still stays. This video communicates the ease of shopping with the Cash/ Card on Delivery option, albeit in an offbeat and humorous manner.

Nikhil Ramaprakash, VP - Marketing, Urban Ladder, commented, “Over the years, we have received many wonderful pictures and stories from our customers of their pets sprawled on our furniture. That was truly the inspiration behind the campaign. The idea came from our customers and we thought why not something clutter breaking by using pets as the protagonists.”

Nandini Pai Bhat, AVP - Brand Solutions, Circus Elephants, added here, “We wanted to communicate the brand’s commitment to creating beautiful homes though their values of Great design, Ease of buying and Trustworthy products, through a series of web films with a strong focus on humour and wit. The overall objective of the campaign was to educate and engage the brand’s growing customer base to purchase furniture from Urban Ladder with confidence and implicit trust.”

The TVCs:

[youtube]https://www.youtube.com/watch?v=qYIjfzmuSWE[/youtube]

[youtube]https://www.youtube.com/watch?v=fWfvDz-jKy0[/youtube]

[youtube]https://www.youtube.com/watch?v=Wbl22d0mj94[/youtube]

[youtube]https://www.youtube.com/watch?v=tMKSONYrzIY[/youtube]

Credits:

Client: Urban Ladder

Agency: Circus Elephants, a division of MMSPL, Bangalore

Production House: Pale Blue Dot, Mumbai

Director: Sandeep Modi

Info@bestmediainfo.com

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