Use durable furniture from Housefull.com with 'No Rok Tok'

The online shopping destination showcases the durability and quality of furniture in a campaign conceptualised and executed by Lowe Lintas and LinTeractive

BestMediaInfo Bureau | Mumbai | August 30, 2016

Click on the Image to watch the TVC.

Housefull.com, a furniture and furnishing destination, unveiled its inaugural brand campaign that was launched exclusively on digital platforms. The campaign highlights the website's core promise of durable furniture by encouraging people to be 'un-careful' with their furniture. The creative expression, 'No Rok Tok, (no obstructions), emphasises durability and touches upon wide range of unique colours, design combinations and utility-driven shapes that fit both traditional and modern homes.

The campaign has been conceptualised and executed by the Delhi offices of Lowe Lintas and LinTeractive, the creative and digital agencies (respectively) of Mullen Lowe Lintas Group. It comprises a series of short videos and a host of interactive content in the form of quizzes and animated gifs that lead to the core proposition of 'No Rok Tok.'

Akshay Chaturvedi

Akshay Chaturvedi, CEO, Housefull.com, said, “Lowe Lintas and LinTeractive have done a great job in conceptualising 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 focuses 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 first digital film explores the emotional bond between a father and his sons in a rather unusual way. The boys are shown playing table tennis on a dining table. The game halts as their father enters home from work. He looks at his sons and then takes the tennis bat and starts playing with the other son, a rather unusual reaction. A voice in the background says 'dad is so solid' to which there is a reply, 'no -- the furniture is solid'. The campaign ends with a voice saying, 'Housefull.com, for a house full of no rok tok.'

The second film shows the bond between a mother and her son. The child is shown jumping on the bed out of sheer excitement which brings a certain joy to his face. Using furniture as the premise, the film captures the love that lies beneath a mother's tough external garb as she encourages the child to carry on expressing himself freely without worrying about the outcome. She switches on music and joins her son to jump on the bed. The campaign ends on the same lines as the first.

Naveen Gaur

Naveen Gaur, President, Lowe Lintas Delhi, said, “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.com 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.”

Sumanta Ganguly

Sumanta Ganguly, Executive Vice-President, LinTeractive, added, “While digital (and more so e-commerce) has become a business of discount-led acquisitions; we believe bringing the conversation back to product quality is an important and bold move that will help build the right kind of conversations around the brand. It's no longer about producing the content to deliver reach but rather ensuring one uses it to generate relevant conversations around the brand.”

Housefull.com is an online furniture and furnishings market place. It provides furniture solutions with quick delivery and after-sales service. Equipped with an in-house research and development team, the products are exclusively designed to best match the preferences and expectations of different buyers.

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/08/No-Rok-Tok.jpg

Credits:

Client: Housefull.com

Agency: Lowe Lintas and Linteractive

Account Management: Naveen Gaur, Rajiv Chatterjee, Arjun Budhiraja, Priyanka Dave

Account Planning: Anurag Prasad, Sumant Bhattacharya

Creative: Mohit Arora, Saarthak Dutt, Nikhil Kumar, Vera Raina

Linteractive: Sumanta Ganguly, Punit Singh

Agency Producer: Nneha Bhardwaj

Director: Shayondeep Pal

Production House: Elements

Producer: Sandeep Patil, Samson Vasave

Info@BestMediaInfo.com

Info@BestMediaInfo.com