Campaign India Team
Nov 03, 2015

Urban Ladder orchestrates a warm homecoming, lights up family’s Diwali

Watch the ad film conceptualised by Boring Brands here

Urban Ladder, in the lead up to Diwali, has rolled out a short film titled ‘The Homecoming’. The film has been conceptualised by Boring Brands.
The film is about a young couple, who are keen to get the man’s parents to come and live with them in the city. They agree to visit for Diwali. Before the festival, the young couple become aware of the difficulties the older duo face, adjusting to their home – from eating with the knife and fork, to sleeping on the soft bed. The mother explains that back home, her husband likes to sit on a swing and read a Hindi newspaper every morning. The youngsters take this all in. The older couple pay a relative a visit, planning to return for Diwali. When they do, they are in for a surprise. They find their room redone with furniture of their liking, a not-too-soft mattress, a swing to read a Hindi newspaper on and even a old photograph of theirs framed and hung on the wall. The parents are touched by the gesture and eventually decide to move in with their son and his family. The film ends with a promise, “Beautiful homes start here.”    
Nikhil Ramaprakash, VP – marketing, Urban Ladder, said, “At Urban Ladder, we strongly believe that a beautiful home is not just created with good looking furniture, but with a lot of thought that make spaces comfortable and cozy for everyday living. Our everyday routine revolves around those favourite spaces in our home which complete our day – tea on the swing, newspaper on a lounge chair or the bookshelf that stacks our everyday reads.  In this film, we have tried to capture how small but thoughtful changes can make a house a home and bring people together.”
Anshul Sushil, CEO and co-founder, Boring Brands, said, “The festive season always sees an influx of TV commercials and content aiming to attract shoppers. The idea with this was to poignantly bring out the notion that family ties go beyond festivals. It is a celebration of human relationships and behaviour that audiences will instantly warm to. Urban Ladder as a brand resonates the sentiment that a home is built not by furniture and décor but by the family that lives in it and that is the driving message of this film.”
Client: Urban Ladder
Creative agency: Boring Brands
VP marketing: Nikhil Ramaprakash
Production house: Kreative Wings Studio
Director (film): Vinay Jaiswal
Campaign India

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