Welspun India has launched a campaign to reiterate the concept of ‘Thoughtful Living’ for its brand Spaces. The two ad films are for the brand's bed and bath category.
The key message of the communication, conceptualised by Ogilvy Mumbai, is centred on product innovation and solving a consumer problem. The films highlight these features of the brand's products and how it can be integrated to deliver a comfortable lifestyle.
The first film is inspired from a glimpse into the lives of modern homemakers who are on the edge every time their bed is used as a table for lazy food lovers. The film elaborates upon this wish for a comfortable surrounding as easy stain release bedsheets offer every homemaker the ease to carelessly relax in their bed while enjoying a cup of coffee without worrying about hassle of stain removal. The communication is also building on the brand property of “what’s your bed sheet’s superpower?”
The second film introduces the audience to Spaces' patented and innovative product Hygrocotton bath towels. While we may experience the fading softness of our everyday towel which makes the whole experience of drying self after bath an unpleasant experience, the Hygrocotton technology used by Spaces in creating specialised Hygrocotton towels ensures it gets softer and fluffier with every wash and use.
Commenting on the campaign, Manjari Upadhye, CEO, Welspun Domestic, said, "As a brand, Spaces is currently known for high quality, premium products. Our endeavour is to elevate the conversations in the category and address the tension points around bath and bed linen. The brand repositioning is thus around thoughtful living. Comfort is one of the aspects of thoughtful living that the new campaign aims to bring out. While most of the brands focus on designs, we wanted to highlight how you can get a combination of comfort with design, and not just the latter."
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai, said, "At Spaces, every product innovation is thought of with the aim of making life easy, effortless and beautiful. Bed linen with easy stain release properties and a towel that gets softer with every wash are things one only dreams of. So, we felt the best thing to do would be to bring alive the 'super powers' of the products. We show situations people find themselves in, to portray the relevance of Spaces' thoughtfulness and innovation in everyday life. However, we went with exaggeration and humour to drive home our point.”
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