Urban ladder has rolled out a campaign consisting of two TVCs conceptualised by Lowe Lintas. The campaign went on air from 15 May.
The films look at the journey of building a home. Each film starts in a section of the house and looks at its transformation, with products added one by one. A voice over signals the embellishments and the transformation from house to home.
One film (above) begins in the living room that started out only with one sofa. The male voice over talks about how the sofa led to an idea that brought about the purchase of other units including a TV and supporting accessories that made people talk about how lovely the home is.
The second film begins in the dining room as a female voice over talks about how that one piece of furniture (dining table) leads to the purchase of supporting furniture leading to the arrival of guests to have some fun. She concludes by saying that everyone will raise a toast to the home owner, as champagne flutes fill up on screen.
Visually, both films follow the same style as we see the room expand and get filled with furniture frame by frame.
Both films end with a shot of the original piece of furniture as the voice over says, “Beautiful homes start here. Urban Ladder.com. Urban furniture and décor.”
Manu Prasad, director – brand marketing, Urban Ladder, said, “Our consumers have shared stories of how the first piece of furniture they bought from Urban Ladder made them re-imagine a space and led them to buy more of our products. This is the insight we have used for this campaign. We have focused on design aesthetics and made the product not just the hero, but the entire cast of the film. The narrative brings out the consumer context -- the role of furniture in creating a beautiful home and the experiences that follow.”