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Tag: Urban Ladder

  • To showcase durability of their furniture

    Urban Ladder uses sumo wrestlers in new campaign

    By Our Staff

     

    Urban Ladder furniture brand has announced the launch of two digital ad films, as part of its new campaign ‘Built to Last’. The campaign uses sumo wrestlers to demonstrate the strength of its sofas and beds.

     

    The new ad campaign from Urban ladder has been conceptualized and created by Wunderman Thompson, Bangalore.

     

    Commenting on the launch, Nishant Gupta, Chief Business Officer, Urban Ladder, said: “We are extremely excited about the launch of our new ad campaign, Built to Last. Through the campaign, Urban Ladder aims to draw attention to the durability of its furniture and address the common concern amongst consumers for reliable and long-lasting furniture. I also believe that the campaign will position Urban Ladder as the top choice for customers and become the go-to brand for customers seeking quality and durability in furniture. We are also proud to announce that we now have 60 stores across India.”

     

  • Prior to joining Uber, Sanjay was the Chief Marketing Officer at Urban Ladder

    Uber India appoints Sanjay Gupta as Head of Marketing

    By A Correspondent

     

    Uber has appointed Sanjay Gupta as the Head of Marketing for Uber India. With over 15 years of experience in brand and consulting, Gupta will focus on further strengthening brand Uber in India.

     

    On his appointment as the Head of Marketing, Uber India, Gupta said: “I’m excited to join Uber at such an opportune time. Uber is redefining urban mobility and has created a unique experience for riders and driver partners across the country. I’m looking forward to working with the super-talented team at Uber and take it to its next phase of growth in India.”

     

    Prior to joining Uber, Gupta was Chief Marketing Officer at Urban Ladder. During his 10-year stint with Marico, he led the charter for Saffola’s journey from a single category niche brand to a food brand strengthening its association with preventive heart care.

     

  • New logo and tagline – 'Let's Create' symbolises the joy of creating beautiful homes with Urban Ladder

    Urban Ladder strengthens brand identity with new credo

    By A Correspondent

     

    Urban Ladder has recreated the brand’s identity with a new logo and tagline – ‘Let’s Create’. It symbolises the process of creating a beautiful home with Urban Ladder, a process of collaborative creation. The brand wants every individual to unleash their creative side, starting with their home to make it unique and personal.

     

    The new logo depicts the four walls of an empty room. Like a canvas, it’s brimming with possibilities. Orange is the colour of creativity and joy. The blend of bright hues capture the energy and passion that accompanies the act of creation. The logo encourages every individual to bring out the artist in them, hoping to inspire customers to create something new every time they look at the logo.

     

    The new brand identity also reflects the philosophy that will define the brand’s strategy going forward “You’ll see us live this philosophy in many ways. Our new lines of products will reflect the changing sensibilities. We will launch new experiences and technologies that let every individual play designer. Also, a new look and voice that reflects our renewed purpose,” said Sanjay Gupta, Chief Marketing Officer, Urban Ladder. The new logo and brand identity has been developed in-house by Urban Ladder’s creative and brand team.

     

    Meanwhile, the e-tailer is now opening up new distribution channels to reach out to new customers.  “In the past we have feared dilution of brand Urban Ladder on other distribution channels which are not controlled and owned by us. But all the work on distinctive product design and an excellent customer experience will now ensure that the brand experience will be very consistent across different platforms. Today it is easy for our customers to walk into a friend’s home and identify an Urban Ladder product from a distance. That is the level of coherence and consistency we want the brand to have. Our new brand identity and brand purpose will help us achieve that across many new platforms and touchpoints,” said Ashish Goel, CEO and Co-founder, Urban Ladder.

     

  • Sanjay is an alumni of Shri Ram College of Commerce and has a Master's in Business Administration from Management Development Institute, Gurgaon

    Urban Ladder appoints Sanjay Gupta as Chief Marketing Officer

    By A Correspondent

     

    Urban Ladder announced the appointment of Sanjay Gupta as its Chief Marketing Officer. Sanjay brings in twelve years of experience in branding and marketing, and has been instrumental in building brands in the consumer goods industry. Sanjay will lead the company’s marketing strategies, including branding, creative and content and digital and product marketing. Joining Urban Ladder’s strong leadership team, Sanjay will further advance the company’s vision of making a million homes beautiful.

     

    With a successful record of growing major brands across food, personal care and automotive sectors on sales and marketing, Sanjay will actively contribute in building The Urban Ladder brand. Sanjay was previously associated with Accenture, Purple Squirrel Consulting and Marico Ltd.

     

    Ashish Goel, CEO and co-founder, Urban Ladder said, “Over the last 3 years, we have made significant progress in creating a brand our customers strongly relate to. It is now time for us to take the big leap towards becoming India’s most loved consumer brand, and reach out to a much larger audience.  I’m confident that Sanjay will take brand Urban Ladder places, and continue to enhance our brand identity.  Sanjay will play a key role in our next phase of growth by integrating our marketing efforts and aligning them with our business strategy.”

     

    Sanjay Gupta

    Sanjay Gupta, Chief Marketing Officer, Urban Ladder said, “Urban Ladder is making significant progress in its transformational journey. I strongly believe in the company’s vision, and feel it has the potential of becoming a global success story. I’m especially amazed by the company’s focus on customer experience, design, and most importantly an outstanding culture of innovation excellence. I’m excited to join the team and look forward to being a part of the journey.”

     

    Sanjay is an alumni of Shri Ram College of Commerce and has a Master’s in Business Administration from Management Development Institute, Gurgaon. He also did a course on Strategic Marketing from Harvard University.

     

  • The storyline of the TVC revolves around a couple on the brink of separation

    Urban Ladder plays the emotional game with ‘Brings You Closer’

    By A Correspondent

     

    Online furniture company Urban Ladder has unveiled a new brand campaign ‘Brings You Closer’.  The online furniture and home décor company’s first TVC went on air on 27th January’15.

     

    The storyline of the TVC revolves around a couple on the brink of separation. While the husband is packing up to move out, the wife points at the sofa in their living room and suggests he should take it because he bought it. The husband however insists she keeps it since she selected it. Just before the husband is about to leave, the couple wonders why they haven’t been able to sit together and talk about their problems. The film ends with the couple attempting a conversation on the very same sofa.

     

    Rajiv Srivatsa

    Expressing his views on the campaign, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Home is where people connect with each other, and furniture plays an important role in it. Furniture is no more just a functional element; it’s a representation of one’s identity and also of moments shared together with loved ones. Our brand campaign ‘brings you closer’ aims to highlight this warmth, and the emotional undertones that Urban Ladder adds to a home, with only a subtle product reference.”

     

    The campaign has been conceptualized by Lowe Lintas.  GV. Krishnan, Executive Director, Lowe Lintas said, “We saw a unique opportunity to differentiate and say an emotional story and this inspired us to conceive the idea – ‘Wonderful Things Happen in Beautiful Homes.” Rajesh Ramaswamy, Executive Creative Director said, “This was a very different creative experience, and we had to get the emotion and the pitch right for the script. It was really bold of the client to believe in a script that is not cliché.”

     

    Urban Ladder’s marketing and advertising initiatives were largely focused on the digital medium thus far. This is the first brand campaign that intends to explore other media channels such as television, radio, print and outdoor media to broaden its reach.

     

  • Urban Ladder is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital

    Lowe Lintas Bangalore wins Urban Ladder business

    By A Correspondent

     

    Online furniture company Urban Ladder has appointed Lowe Lintas Bangalore to handle its creative mandate in India. Lowe Lintas Bangalore will assist Urban Ladder in its aim of providing a curated destination for home solutions, to help the Urban Indian build well-furnished, beautiful homes.

     

    With over 1000 products and 25 categories such as wardrobes, sofas, beds, dining tables, storage shelves etc., Urban Ladder is India’s leading online furniture company. At present, Urban Ladder has a strong network in seven cities in India including Bangalore, Mumbai, Delhi/NCR, Chennai, Pune, Hyderabad and Ahmedabad and this number is expected to grow to 25-30 cities by 2016.

     

    Rajiv Srivatsa
    GV Krishnan

    Sharing his views on appointing Lowe Lintas as its partner agency, Rajiv Srivatsa, COO & Co-founder, Urban Ladder said, “Over the past two years, we’ve put in a lot of effort into designing perfect pieces of furniture for many homes across India. We are excited to creatively communicate our design philosophy and vision of making millions of Indian homes beautiful to a larger audience with Lowe Lintas.”

     

    Expressing his sentiments, GV Krishnan, Executive Director, Lowe Lintas Bangalore said, “The Indian home and furnishing market is pegged at about $20 billion (Rs 1.2 lakh crore), of which the furniture segment accounts for about half. About 90 per cent of the market is unorganised, and is an attractive opportunity for us to build the category and brand Urban Ladder. We are delighted to partner with Urban Ladder in their ambition to be the leader and both brand and business teams have unanimously endorsed our idea and point of view for us to begin our journey.”

     

    Urban Ladder was launched by co-founders Ashish Goel (CEO) and Rajiv Srivatsa (COO) in July 2012. It is backed by top tier venture capital firms Steadview Capital, SAIF Partners and Kalaari Capital. Ratan Tata, Chairman Emeritus of Tata Sons has also made a personal investment in Urban Ladder.