Mumbai : HomeLane.com, the pioneer in organised online home furnishing market, has appointed GroupM as Media agency and assigned Famous Innovations with Creative Responsibilities.
It has announced its new tagline ‘Interiors Made Easy’ as part of its rebranding process. The company plans to break into the market with the latest positioning through its brand campaign in January 2019.
Agencies Famous Innovations and GrupM have the mandate of launching HomeLane’s first ever brand campaign with digital as the lead medium while using other mass communication mediums.
The consumer insight that drove the tagline change was that buying a home was hard enough given the tedious process riddled with unpredictability, false promises and unsatisfactory results, but setting up a home didn’t have to be.
“HomeLane aims to eliminate hurdles in the home interiors process by making it highly personalized, predictable and pocket-friendly. Since we are building the home interiors category in the consumer’s mind, we chose to go with something that describes our business and what we stand for instead of going with an emotional line of thought. The purpose is to get people to understand who we are and what we do” says Tanuj Choudhry, Chief Business Officer of HomeLane.com.
Tanuj adds, “The goal of going into the market with the brand campaign is to create a relatable brand identity for potential consumers. With GroupM and Famous Innovations are our partners, we are excited to launch the brand across India’s top 5 cities and make HomeLane the go-to player for home interiors”.
Commenting on the partnership, Raj Kamble, Founder & CCO of Famous Innovations says, “HomeLane is a brand with tremendous potential and we are excited to have joined hands with them at this defining stage in their journey. Setting up a new home is a once-in-a-lifetime momentous occasion for most people, and by promising personalisation, affordability and convenience, HomeLane is solving a crucial problem for consumers. The brand team is a passionate, ambitious and dynamic one, and we saw great synergies in both our company cultures. We look forward to the days to come.”
Further, Sam Singh, CEO of GroupM South Asia said, “We, at GroupM, are very excited to partner with the Homelane team in their growth and expansion plans. We are geared to create cutting edge solutions and customize our existing array of products to pair up with Homelane’s futuristic outlook”