Mebelkart, an online furniture marketplace, has launched a TVC featuring Bollywood actor Kangana Ranaut. The film has been conceptualised by Rajkumar Hirani Films, and the in-house teams at MebelKart and AskMe.
AskMe had acquired majority stake in MebelKart in August 2015.
The film features an elated Ranaut walking into an elevator dressed in a yellow dress. We learn that she is returning from a party from her conversation on the phone. When the doors open, Ranaut walks out in a salwar kameez, stuffing her party dress into her bag. At a house displaying an army man's name board, she rings the bill. Her father opens the door and angrily asks her where she had been. Ranaut pretends to be extremely tired and informs him that she was out searching for his favourite rocking chair. After visiting 50 shops, she claims to have found the chair. She shows him a picture of the chair on her phone and says it will be delivered in two days. The man asks her to rest and goes to get her water. A delighted Ranaut rests on the sofa. She had browsed for the chair on Mebelkart, it is revealed, as visuals and the voice over introduce the app.
Rahul Agrawal, co-founder and CEO, Mebelkart, said, “There is a huge problem of service, warranty, design availability, cost effectiveness and brand absence in furniture market which is primarily unorganised. Our aim is to remove these hassles through technology and speed its growth by focusing on mobile sales, augmented reality-based app and the services market.”
Manav Sethi, group CMO and head digital strategy, AskMe, said, "Home furniture market of India has observed a steady evolution over the past decade with a shift in customer perception to choose organized brands instead of developing furniture products from carpenters. The increase in knowledge about designs, wood materials and pricing schemes has propelled the Indian customer to choose more branded products."
Karan Narvekar, creative director, Rajkumar Hirani Films, said, “Our interpretation of ‘Ease of Buying Furniture’ was quiet interesting and the campaign is completely based on hassle-free shopping experience starting from search to the delivery of the product. It reflects the idea of designing every home in India at the most affordable prices with best services.”
The film went on air on 30 May 2016.