As HomeLane.com plans to break into the Indian market with the latest positioning through its brand campaign this month, it has appointed Famous Innovations for its creative and GroupM for media duties. The agencies have the mandate of launching HomeLane’s first-ever brand campaign with digital as the lead medium while using other mass communication mediums.
Tanuj Choudhry, Chief Business Officer of HomeLane.com, said, “The goal of going into the market with the brand campaign is to create a relatable brand identity for potential consumers. With GroupM and Famous Innovations as our partners, we are excited to launch the brand across India’s top five cities and make HomeLane the go-to player for home interiors.”
Raj Kamble, Founder and CCO of Famous Innovations, said, "HomeLane is a brand with tremendous potential and we are excited to have joined hands with them at this defining stage in their journey. Setting up a new home is a once-in-a-lifetime momentous occasion for most people, and by promising personalisation, affordability and convenience, HomeLane is solving a crucial problem for consumers. The brand team is a passionate, ambitious and dynamic one, and we saw great synergies in both our company cultures. We look forward to the days to come."
Sam Singh, CEO of GroupM South Asia, said, “We, at GroupM, are very excited to partner with the Homelane team in their growth and expansion plans. We are geared to create cutting-edge solutions and customise our existing array of products to pair up with Homelane’s futuristic outlook.”
The online provider of home interior solutions announced its new tagline as part of its rebranding process: ‘Interiors Made Easy’. The consumer insight that drove the tagline change was that buying a home was hard enough given the tedious process riddled with unpredictability, false promises and unsatisfactory results, but setting up a home didn't have to be.
“HomeLane aims to eliminate hurdles in the home interiors process by making it highly personalised, predictable and pocket-friendly. Since we are building the home interiors category in the consumer's mind, we chose to go with something that describes our business and what we stand for instead of going with an emotional line of thought. The purpose is to get people to understand who we are and what we do,” Choudhry said.
HomeLane.com is a pioneer in the organised online home furnishing market and offers an industry-first 45-day delivery guarantee for fixed furniture. HomeLane is backed by marquee investors like Accel Partners, Sequoia Capital, RB Investments, Aarin, Growth Story and Baring PE.