Furniture and furnishings player Housefull.com has rolled out a digital campaign comprising two films, conceptualised by Lowe Lintas Delhi and LinTeractive.
The films revolves around the concept of ‘No Rok Tok’, making the promise that with its strong products, one need not restrict children from playing at home fearing breakage or damage.
One of the films shows two boys playing table tennis on a dining table at home. As the father enters, the ball finds its way to him. The children look at him fearing he'll stop the game. The father stares at the duo for a moment. He then introduces himself as a TT champion in his college days and joins the children instead.
The second film shows a child jumping on the bed when his mother walks in to the room. He stops. The lady asks why didn't he switch on the music. She does so, and joins him on the bed and the duo dance together.
Akshay Chaturvedi, CEO, Housefull.com, said, “Lowe Lintas and LinTeractive have done a great job in conceptualising this campaign, which clearly conveys our strength to the consumers. It’s a different and unique take on the whole idea of furniture. It just doesn’t talk about design but also focusses on one of the most important factors that the Indian consumer considers while buying furniture - durability. This is our very first digital campaign and we are excited about it.”
Naveen Gaur, president, Lowe Lintas, Delhi, said, "There is always somebody in the house who stops us from being completely free and comfortable. Whether it is not to put our feet on the table or not to jump on the bed in joy…there are always self-imposed restrictions even at home. It is this very behaviour we wanted to change through our communication, riding on the fact that the quality of wood used in HouseFull furniture is very durable and solid. That’s where the germ of the idea of ‘No Rok Tok’ came from. The communication across digital platforms takes a stand against putting restrictions and self-imposed rules, and instead encourages people to be free and feel free to express themselves."
Sana Ahsan, brand manager, Housefull.com, added, "Though the Indian consumer is warming up to the idea of buying furniture online, they still remain concerned about the durability of the furniture bought online. HouseFull wanted to address this concern and I feel the campaign 'No Rok Tok' furniture is a beautiful expression of the same. This is our first ever chance to showcase our stylish, yet durable range of furniture and we wanted to make a digital film because that’s the media that our consumers are consuming. We are pleased to have Lowe Lintas as our partners; they have done a great job on this campaign."
(Amended at 14.40hrs on 24 August to remove a comment that was irrelevant to the campaign.)