As a brand, Nilkamal needs no introduction. The name is synonymous with plastic furniture that no public gathering or function would be complete without. But did you know the brand also offers wooden home furniture? If you didn’t, the company is now making sure that everyone does with its all new campaign. The ad that aptly says ‘Ab Plastic Furniture Se Kahin Zyaada’ showcases the range of Nilkamal’s wooden home furniture.
Talking about the campaign, Manish Parekh, president (Furniture), Nilkamal India says that while over the years the brand has diversified into products made of wood and steel, the public image has not moved beyond plastic furniture. “Our range of wooden furniture is retailed pan India, however the equity of plastic is very strong. Therefore it was our endeavour through the new piece of communication to create awareness that Nilkamal is not just plastic furniture but provides complete home furniture solutions,” he says.
While furniture ads usually focus on looks and comfort, the ad features youngsters playing beats on different pieces of furniture. Explaining the startegy, Anant Medepalli, ECD, Makani Creatives, says the primary motive was to let the audience know about the products before focusing on its features. “We had to be very single minded in our communication. The funny part is that even some dealers didn’t know Nilkamal had other types of furniture. We first had to tell people that we are more than plastic,” he says.
He further adds that the idea was designed to specifically appeal to the target audience which comprises people under thirty. “We made the pitch to the entire senior marketing team. Out of it, the most impressed were the officials under 30 years, which incidentally was the target audience we were aiming,” he says.
Nilkamal has also launched two TVCs for mattresses which is also part of the strategy to create awareness for their products. The ads are available in Hindi and regional languages.