Adworld’s Fav Shoot Location: Home Most houses in ads are actual homes with stories of their own THE ECONOMIC TIMES HOME DÉCOR SPECIAL OCTOBER 11-17, 2017 FURLENCO: NO ADVERTISING Production CMO SLAMBOOK: Kashyap Vadapalli, Designers on the THE ACE IN FOR GOOD EARTH Pepperfry FURLENCO’S EVOLUTION OF POCKET WE GOT A STORE FOR THAT On XX4 HOME DÉCOR FROM SPACES The battle for Indian homes IN ADS Not Just Paint By On XX2 TO MIND SPACES On XX3 Can Asian Paints overcome its Numbers antecedents and become a brand for the entire home? By Amit Bapna ay back in 2 0 02, Asian DIFFERENT STROKES: How Asian Paints added home-decor to its portfolio Paints and its cre- ative agency Ogilvy & Mather got into a Whuddle. The outcome: to make a transition from painting homes to the pride of the home. An abstract concept fleshed out with the line ‘Har ghar kuch kehta June January hai…’ which replaced the more colour August 2014 2016 focused “Mera wala…” campaign that 2013 Picked up Introduced ran before it. Piyush Pandey, executive premium Acquired 51% stake 100% chairman and creative director, South range of in Sleek International, stake bath fittings Asia - Ogilvy & Mather India recalls a leading kitchen in ESS ESS Launched Smart ‘Royale’ writing the jingle in one session, and solutions provider bathroom Kitchens getting so excited, he called the clients company with a pan- products, a with a unique (Amit Syngle and KBS Anand) to the India presence prominent player in the design-to- agency immediately. (Difficult to believe bath and wash business manufacture segment. AP now concept and that there were days when agencies could handles the full sales, recently introduced actually make such requests of clients!) marketing and distribution wardrobes as well The client too loved the composition and of this business it was approved in one go, without any presentation or storyboard. It was also paints and colours to textures and wall- enter more categories in this space.” probably the first time the paint giant papers to water-proofing solutions and Most recently the brand has launched was focusing on everything that went wood coatings, and then kitchens and AP Homes: multi-category décor stores into making a home: not just its product. bathrooms as well. Research revealed where consumers can have an inte- Even if the narrative remained focused these two particularly to be areas where grated experience ranging from paints, on paint for a few years after, according customer interest and investment was bath fittings, kitchen and sanitary ware, to Pandey, “House pride came into cen- maximum. As per Amit Syngle, presi- wallpapers, lighting, furnishings, furni- trespace with the ‘Har Ghar…’ tagline. dent (sales, marketing, home improve- ture, etc. There are currently three such It has, in a way, defined the 21st century ment & technology), Asian Paints, “We stores (Delhi, Coimbatore and Kochi for the brand.” aspire to be the most exciting and in- with more in the pipeline.) It helped Asian Paints transition from spirational home décor brand. We may >Continued on Page 4 “It (Antilla) is a modern home with an Indian heart...It is the only 2 ECONOMIC TIMES home that we have in the world” — Nita Ambani THE OCTOBER 11-17, 2017 The Ace In Furlenco’s Pocket The furniture rental company uses a mix indigenous of functional and fun content to turn millennials into renters for life. By Delshad Irani urlenco has big ambi- tions. In typical startup speak, a la the ‘Uber of X’, the Bengaluru- based furniture rental Fcompany wants to be From Spaces To the Netflix/Airbnb/ Hotstar of furniture. Not too unreal- istic a goal considering it’s already one of the better funded startups in Consumer Mind Spaces the still nascent space of furniture rentals. F urlenco, which used to go by Welspun Group’s home-décor brand is rolling out its renovated the name Rent Your Dunia (which doesn’t offering for a younger market-place. Will the consumer buy-in? exactly scream uni- liantly as a seamless, non-interruptive corn potential accord- way to tell your brand story through putting to rest many sub-brands which only ing to founder Ajith relatable slices of life that today’s con- BY AMIT BAPNA | MUMBAI served to confuse the consumer. Along with Karimpana) raised tent creators are so adept at making.” the product portfolio, the logo, the store exte- $30 million in a series However brands clearly need to define Of all the myriad unorganized categories, riors and interiors and packaging have also B funding round last the following: What is the objective of home furnishings perhaps has the greatest been re-worked. year. A service specifi- content syndication - is it awareness/ uphill slog. Bedsheets and pillow covers from cally targeted at an ur- salience/consideration? Do the con- the ethnic to the psychedelic are a mainstay The New Story-line ban, tech savvy and mo- tent/platform and the brand have the of fairs, exhibitions and street markets all When the brand was launched in 2003 it sold bile population of twenty right fit - tone, voice and audiences? over the country. This is the backdrop against towels and sheets, and now it is hoping to sell and thirty-somethings, “Content integration What are the measurement metrics on which Welspun India, the local subsidiary of ‘the experience’ for evolved consumer. Says Furlenco’s philosophy in works brilliantly brand lift/revenues? Says Chanakya, a $2.3 billion conglomerate, a global leader in Goenka, “ Bedding startups in America like a nutshell is “own experi- “These are especially relevant in a the home textile category, is reinventing its Parachute Home or Brooklinen sell experi- ences, not things”. as a seamless, non- startup construct, where every dollar domestic bed and bath furnishings brand: ence: we want to create comfort as a story.” After struggling to make interruptive way to spent needs to work that extra hard!” Spaces. The target audience, as is the case The new brand campaign has been rolled renters out of owners at a dozen people creates and manages tell your brand story” With Pocket Aces and its flagship with so many brands: the new-age aspiration- out around the ‘Neend Ka Ek Aur Saathi’ the start, the seven-year old company everything from videos and blogs to Aishvarya Chanakya channel FilterCopy, Furlenco found al consumers looking for something a little positioning, the idea being to bring the focus shifted its full attention to “millen- loyalty programs. Furlenco its perfect match. different and not averse to spending more back to better and comfortable living via de- nials”. Upwardly mobile, trendy, As Furlenco operates in just six cit- The brand lucked out when two vet- to get it. Launched in 2003 in India, Spaces sign, soft fabric and technology. The brands young people moving in and out of ies - Bengaluru, Mumbai, Pune, Delhi, Chillies Entertainment for its produc- eran actors Rajat Kapoor and Sheeba has found that brand loyalty is not very high last campaign in 2015 featuring Bolllywood big Indian cities, who shudder at the Hyderabad and Gurugram – mass tion Dear Zindagi starring Khan and Chaddha came on board for the first in this segment and purchase decisions are actress Parineeti Chopra didn’t work too thought of commitment. In this case, media like TV and print don’t deliver millennial poster-child, Alia Bhatt. It film, ‘If Parents Behaved Like Us’ in made largely at the shop floor. And so the first well. It did not connect with the audience, being bound to a sofa-set maa picked enough bang for its buck. Radio didn’t was the perfect fit. In addition to a co- which parents speak and behave like, step according to Dipali Goenka, CEO & Jt. admits Goenka. out or a plywood TV-cabinet the land- work either. Getting radio listeners branded campaign and contests, on well, millennials. In the almost 4-min- managing director of Welspun India was an lady thrust upon them. Furniture excited about furniture turned out to the website, the company recreated ute long video, Furlenco’s ‘Pod’ furni- extensive consumer research – a journey that Much ado about the 1% share brand must be an expression of their person- be tougher than expected. It works for Bhatt’s bedroom from the film with ture set makes an appearance when began almost two years ago across markets. Putting so much focus and muscle behind a ality. They want statement and conve- categories like food, not so well for fu- its items for rent. Earlier this year, it Kapoor’s exasperated daughter asks, Consumers were quizzed on their attitudes brand that currently is just about 1% of the nience, not baggage (literally). In its tons. The company settled partnered with Dharma “Dad, why did you waste money buy- towards product, design, price point, quality, Welspun group does seem to be a strange communication and media strategy solely on digital content FURLENCO’S Productions for Bardinath ing this?” Dad: We didn’t waste mon- packaging etc. The findings helped in decid- move. According to Goenka, establishing Furlenco has been equally precise. syndication to reach its PHILOSOPHY ki Dulhaniya, this one saw ey, we saved a lot of money. Because ing the future blueprint. the brand in the domestic market was a Furlenco, a sort of portmanteau target group, millennials, Bhatt teamed up with we didn’t buy it, we rented it from WHEN THE natural business decision since the of ‘furniture rental company’, is who are apparently more IN A NUTSHELL Varun Dhawan. Furlenco Furlenco. Daughter: But what are Bedroom truths and beyond BRAND WAS market dynamics have changed a unique.