Godrej Interio identified a problem with the urban Indian buying home furniture – Lack of Space. And the team worked on a product that solved the problem. A one of its kind ecosystem that transforms from a living room to a bedroom seamlessly. A coffee table that moonlights as a work table. A sofa that works doubly hard to be a bed, a chair and a pouf. Now all we had to do was get the good news out there!
We started by understanding the lives of millennials. Specifically, those who had unconventional lives, careers that required them to work from home, and for whom space was a factor in their home décor decisions. We understand what “Transpose” means to this generation, along with all its connotations. And then worked on situations that captured this ‘party, work and sleep’ in the same room kind of life on the plank – “Multi-functional. Just Like You.”
The integrated 360 campaign had many legs: product photoshoot, print ads, social media posts, innovative hoardings, digital hoardings and mall activations. The slice-of-life creative was extended to all these mediums.
A successful, #relatable launch campaign that was as multi-dimensional as the consumer it was talking to and generated conversations about Godrej Interio’s foray into contemporary furniture.