MUMBAI: Furniture rental and lifestyle brand Furlenco has signed ITW Playworx, the brand solutions arm of ITW Universe, as its strategic communications partner. The partnership will focus on driving Furlenco’s communication strategies to enhance its brand narrative and build stronger connections with its target audience.
As part of this mandate, ITW Playworx, which says it is India’s only full-stack agency offering a complete range of services through a single window, will craft and execute a comprehensive PR strategy for Furlenco, leveraging innovative approaches to elevate the brand’s visibility. Additionally, ITW Universe will work closely with its marketing team to amplify the brand's presence through outdoor advertising (OOH) and sports marketing platforms, ensuring an integrated and impactful outreach.
Said Fluorenco CEO & fonder Ajith Karimpana: “Furlenco has always strived to create exceptional experiences for the customers by offering premium, flexible home solutions. Partnering with ITW Playworx aligns with our goal of engaging meaningfully with our audience. We are confident this collaboration will help us achieve greater visibility and strengthen our brand's positioning in the market.”
ITW Playworx CEO Sidharth Ghosh said, “Furlenco is redefining modern living, and we are proud to partner with a brand that resonates with urban India's aspirations. At ITW Playworx, we craft purpose-driven strategies that elevate brands and build deeper emotional connections. This partnership is a valuable opportunity to showcase our expertise in impactful storytelling.”
ITW Universe co-founder Bhairav Shanth opined, “We are excited to be working with a truly new economy brand like Furlenco on boosting its brand presence and salience. An interconnected consumer market requires strategies that are truly integrated across multiple channels and building on the work that ITW Playworx will be doing we will also be helping the brand with a holistic 360 plan spanning across multiple touchpoints such as digital/OTT, sports marketing, OOH and more.”
ITW Playworx aims to position Furlenco as not just a furniture rental platform but a lifestyle brand that resonates with the modern Indian consumer.
