Mumbai: How does India’s favourite furniture brand have a point of view on furniture damage? That too damage in its cutest form? IdeateLabs, one of India's leading digital solutions providers, have the answer.
The brand — Nilkamal Furniture. The occasion — National Pet Day. The idea - #TheGalleryOfUnconditionalComfort.
Stemming from the observation of pet parents, the campaign celebrates every cat & dog’s scratchy & toothy relationship with indoor furniture. At the heart of the idea is the fact that no matter how much damage our furry little friends do to our furniture, we ultimately accept it with a wry smile and a shake of the head.
But what if, it were showcased as a piece of art!
Created as a UGC activation, the campaign was announced through a series of digital assets such as behind-the-scenes footage of these cute fur babies creating their furniture art. Nilkamal is inviting audience to share photos of their pet(s) and the furniture they have used as a canvas, using Instagram’s trending Add Yours feature. On National Pet Day, all the entries will be converted to a digital film to reveal #TheGalleryOfUnconditionalComfort, filled with endless meows & bow wows.
Commenting on the campaign, IdeateLabs chief creative officer Raman R.S. Minhas said, “The moment the team came up with this idea, we knew we had to do it. The beauty of the idea is that it’s so real. Having been a pet parent myself, the initial disappointment of getting your table or sofa scratched soon turns into a smile, and eventually a memory to treasure. That emotion is what we are capturing and celebrating in the #TheGalleryofUnconditionalComfort!”
As they say, you can’t spell furniture without fur. Share away and make your furry friend a part of The Gallery of Unconditional Comfort.
