Urban Ladder aims to bring people closer

Online furniture and home décor website, Urban Ladder has rolled out its first brand campaign. Conceptualised by Lowe Lintas, the film has been on air since 27 January.

The thought behind the film is that shared memories, echoes of good times and the myriad other things that bring people closer.

The film revolves around a couple on the brink of separation. While the husband is packing up to move out, the wife points at the sofa in their living room and suggests that he take it with him since he bought it. The husband however insists she keeps it since she was the one who selected it.

As the two look to different parts of the room and the husband thinks out loud at the front door by saying, “I wonder what happened, that we can’t even talk to each other," the wife takes a seat on the sofa followed by the husband who puts down his bags and re-enters the house.

At first, they sit on opposite ends of the sofa and the film ends as the two move closer to each other.

Rajiv Srivatsa, COO and co-founder, Urban Ladder, said, “Home is where people connect with each other, and furniture plays an important role in it.  Furniture is no more just a functional element; it’s a representation of one’s identity and also of moments shared together with loved ones. Our brand campaign ‘brings you closer’ aims to highlight this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.”

G.V. Krishnan, executive director, Lowe Lintas, added, “We saw an unique opportunity to differentiate and say an emotional story and this inspired us to conceive the idea - ‘wonderful things happen in beautiful homes.”

Rajesh Ramaswamy, executive creative director, Lowe Lintas, said, "This was a very different creative experience, and we had to get the emotion and the pitch right for the script. It was really bold of the client to believe in a script that is not cliché.”

The film has a run time of 45 seconds for television and 90 second edit for social and digital media.

Credits:
Client : Urban Ladder
Creative agency : Lowe Lintas
Production house : Electric Dreams Film Company
Director : Aniruddha Sen
Background score : Shantanu Moitra

Also read: MediaCom appointed Urban Ladder’s media AoR