MxMIndia

Tag: Housefull

  • The two divisions will collaborate and work as a seamless on and offline team and partner HouseFull

    HouseFull appoints Lowe Lintas & LinTeractive Delhi as its agency partners

    By A Correspondent

     

    HouseFull, a furniture brand with strong online presence, has awarded its agency mandate to two divisions of the MullenLowe Lintas Group. Lowe Lintas Delhi takes on the creative agency role for HouseFull, while LinTeractive Delhi takes on digital marketing. The two divisions will collaborate and work as a seamless on and offline team and partner HouseFull.

     

    With over a decade of expertise in making furniture, HouseFull has helped numerous customers in making their homes more aesthetic and beautiful. Their designs are not just desirable but have an international feel as well. Their products are known for undisputed durability and quality, offered at a compelling price.

     

    Akshay Chaturvedi

    Commenting on the appointment, Akshay Chaturvedi – CEO, HouseFull said, “We welcome Lowe Lintas & LinTeractive as our brand partners for HouseFull. We were really impressed with their holistic thinking that went beyond the conventional approach. The thing about Lowe Lintas is that apart from a fantastic creative sense, they possess a sharp business acumen which is strategically superior to its peers. This is important for a brand like ours which has aggressive plans and wants to have a nimble startup-like culture with an eye on a rapid scale-up.”

     

     

    Naveen Gaur

    On winning the new mandate, Naveen Gaur, President, Lowe Lintas Delhi said, “We are thrilled to win the communications mandate for a brand like HouseFull, which has taken it upon themselves to be extremely aggressive challengers in the highly competitive sector of online furniture and home decor. We at Lowe Lintas, will bring to the table, our sharp and insightful understanding of the e-commerce business along with the emerging modern Indian buyer. What makes it special is that we managed to win the mandate for both above-the-line as well as digital communication. We approached the problem in an integrated manner, with a motley crew of our folks from different specializations and the results are extremely encouraging to say the very least.”

     

    Sumanta Ganguly, EVP – LinTeractive added, “We see a great opportunity in HouseFull to win category conversations through our platform thinking and creative approach. A category that is today in a hyper-competitive state requires not just creative thinking but also focus on pushing the right interactions on the platform.”

     

     

  • Palasa, the creative workshop has added two new accounts to its kitty, Housefull and Rawwar

    Palasa obtains the creative mandates for Housefull and Rawwar

    By Shubhangi Mehta

     

    Palasa is on a roll, having bagged two businesses back to back, one for a low-cost furniture brand called Housefull and the other for a young fashion brand to be launched in February, named Rawwar. Palasa is a creative workshop formed by Sandeep Bomble, better known as ‘Bomble’ in the advertising circuit.

     

    The account size for both the businesses is estimated around Rs 20 crore. Palasa won the Housefull account by just recommending a communication strategy and a defined path to make Housefull a reliable furniture brand in the industry. For Rawwar the communication strategy gives a lift to the catalogue advertisement. They are also designing the T-shirts and the exclusive retail outlets for the brand.

     

    On the win, Sandeep Bomble, Director, Palasa, said, “Palasa as a creative place is different from other advertising agencies as we do not have any ATL and BTL barrier. No job is small or big; a visiting card or packaging or even merchandizing is as important as a television commercial. Both require idea and thinking. For Houseful we’ll be doing creatives across mediums from ATL to BTL.

     

    The approximate media spent is about Rs 12 to 15 crore. Housefull are on an expansion spree and plan to open maximum number of stores across India in the year 2012. “We saw this as a great opportunity to make Housefull ‘the’ household furniture Brand of India,” he added.

     

    The second account Rawwar, a young fashion brand to be launched in February, was recommended by Palasa. Mr Bomble explains their communication strategy, “To survive in this ever-evolving fad, being raw isn’t good enough. To overcome, situation demands a reverse in trend or to announce a fashion war. The idea is in the name itself the mirror reflection of RAW is WAR. And with Rawwar, it’s a Win-Win situation.”

     

    Mr Bomble had spent nine years at Ogilvy from where he moved to JWT and stayed for three and half years. The mix of creative sparks in Ogilvy and strategic strengths from JWT initiated Palasa’s birth. Palasa believes that as long as the clients are happy they do not need to come out and create any buzz.