Furlenco has launched a campaign titled The Home Sapiens to emphasise the importance of great furniture in creating a perfect place. Conceptualised by Brave New World, the film highlights how the brand’s furniture can make its owners want to stay home more,
The film opens up to a meditation class at a wellness retreat, where a teacher is seen guiding a couple to find paradise. As the teacher says ‘Swarg aisi jagah hai jaha sukoon hi sukoon ho’ (heaven is such a place where there’s only peace), the couple thinks about their own house - indicating that their furniture is their haven. The couple then immediately rushes to their home and throws themselves on their Furlenco furniture.
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.”