Furlenco's "Home Sapiens" campaign celebrates those who love their homes

Furlenco, the furniture and lifestyle brand, has unveiled its ‘The Home Sapiens’ campaign, with the aim to present its new offering to customers. 

The campaign emphasises the importance of great furniture in creating a perfect place that makes one fall in love with their home and transforms them into a ‘Home Sapien’. 

Through the campaign, Furlenco aims to celebrate the feeling of coming home, and the people who love their homes as a personalised and welcoming oasis that caters to their style and personality. 

The campaign is the result of a consumer study that emphasised the significance of a home as a representation of one's self, and the changing notions of urban living spaces.

The new campaign was conceived by Brave New World, an integrated advertising agency, comprising three brand films featuring different audiences, lifestyles and the role of Furlenco in their very different lives.

The ad film shows a meditation class at a wellness retreat where a teacher is guiding a couple in finding paradise, “Swarg aisi jagah hai jaha sukoon hi sukoon ho’. The couple exclaims "Hamare ghar ki tarah?" realising that their Furlenco haven is their heaven.

To the teacher’s astonishment, they immediately rush to their Furlenco furnished home and are seen jumping on to their furniture in pure bliss.

The film showcases the couple's love for their home and Furlenco's furniture with detailed shots of their beautiful furniture pieces. The end slate promotes Furlenco's furniture and the flexible ownership options it provides .

Nitesh Mohandas, Chief Business Officer, Furlenco, said, "Most communication from online furniture players in India focuses on functional aspects such as delivery time, quality products, and offers. With this campaign, which builds on emerging category codes, our products of course, and our core differentiator of accessibility, we aim to create a lifestyle around the brand. This is a first for India’s online furniture market, and we are confident that this campaign will resonate with our customers, helping us differentiate ourselves in a highly fragmented market.”

Joono Simon, Founder, Brave New World, said, “As a new-age brand, Furlenco has created a paradigm shift in the way people look at furniture and living spaces. We believe the brand is now ready to take thought leadership in this sector by bringing more ideas that could culturally shape modern living for Indians. The new campaign featuring ’Home Sapiens’ is about people who take pride in their tastefully done Furlenco homes and enjoy their time there more than anywhere else. We see it as a counter-culture against the stepping-out culture that people are increasingly getting tired of.”

Furlenco aims to take this campaign to customers in all the top metros through digital media, social media, cinema theatres, OTT platforms, and affiliate networks. The campaign will also feature a social and influencer leg to directly engage with audiences.

Furlenco has recently undergone a rebranding effort, shifting its focus from just a rental furniture company to a comprehensive online furniture solution for urban India.

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