The massive home interiors and renovation industry are highly unorganized with thousands of design professionals, contractors, vendors etc. Over the years, the omnichannel home renovation platform, Livspace has built an innovative technology platform and marketplace-led business model, enabling the company to launch comprehensive offerings in any geography and then scale it quickly. The company has witnessed over 100% growth in the last six months. The company has launched its 2022 brand campaign, Love the Way You Liv to further strengthen its leadership in the home renovation and interior segment. The brand has roped in Virat Kohli and Anushka Sharma as its first-ever brand ambassadors. Featuring the star couple, the campaign aims to showcase the expanding roles of homes in consumers’ lives and how Livspace enables them to do more and get more with every room in the house.
Varun AR, AVP Marketing, Livspace spoke to Medianews4u on the Love the way you Liv campaign objectives, marketing and ad spends of the brand, Livspace’s role in bringing structure to the fragmented home interiors industry, and more.
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Speaking about the Love the way you Liv Campaign, Varun said, “With Love the Way You Liv, we are building on our previous campaign to showcase the expanding roles of homes in our lives while positioning Livspace as the best enabler to do more and get more with every room in your house.”
For the first time, Livespace has roped in celebrity brand ambassadors Anushka Sharma and Virat Kohli to drive consideration in existing markets and build awareness in new markets.
“They are one of the most renowned and loved couples in our country, perfectly mirroring our target consumer. Leveraging their incredible chemistry, we have taken a light-hearted approach of showing very relatable problems people face due to poor design and poor quality of materials in their home interiors. We believe their pan-India appeal will help us build strong brand salience and establish the convenience of designing/renovating homes through Livspace,” he added.
Elaborating on the media vehicle of the brand, Varun said, “As an emerging digital-first brand, we are going live alongside the Indian Premier League 2022 as Associate Sponsor on Disney+ Hotstar. Apart from leveraging the unparalleled reach of IPL on Disney+ Hotstar, we will further amplify the campaign using a multi-pronged approach including a strategic mix of television, digital, social media, OOH along with connected television to reach out to relevant audiences.”
Talking about the marketing and ad spending of Livspace for this year, Varun said, “As a brand, we are still young, and hence, we have been investing more in strengthening brand recall which has a direct impact on market share. We have committed a significant amount in marketing this year as we double down on brand building and are investing upwards of Rs 25 crores in the Love the Way You Liv campaign this year.”
Speaking on Livspace’s association with IPL on Disney+ Hotstar, he said, “Cricket in India has the largest following and thereby, IPL is the largest media asset right now. As a relatively young brand, IPL has helped us drive mass reach. With our IPL partnership last year in September, we have seen significant growth in business over the last six months. As I said earlier, we have seen a 100% increase in our business. Most of our audience is predominantly on digital platforms, and hence, the association with Disney+ Hotstar during IPL has proved to be most efficient for us.”
Livspace has been associated with Bigg Boss Telugu and other regional properties. Speaking about the company Livspace’s plans for the regional market in 2022, Varun said, “Post IPL, we will be leveraging the campaign through television in regional markets. While the digital play is great, we have noticed TV plays a crucial role in HSM and other regional markets. We are currently present in over 30 cities with plans to expand our operations to 60-65 cities in the next 18 months. Our marketing initiatives are in line with our aggressive expansion across regions and we will primarily focus on category creation since over 95% of the category is unorganized in the regional markets.”
“While consumer shift to digital-first brands has been predominantly prevalent in tier 1 cities, the last two years have accelerated digital adoption in tier 2 and 3 cities as well. They are emerging as new engines of growth. Moreover, we have noticed that many consumers are moving away from tier 1 cities – they want to buy a new home, a larger place in the city of their choice and they want to make sure they can transform their homes into dream space considering the significantly large amount of time we spend indoors today. In line with this, we have witnessed significant growth in the non-metros as well as capability is now meeting an extremely bullish market,” said Varun while talking about Livspace’s performance in Tier 1 and 2 cities.
Over the years, Livspace has built an innovative technology platform and marketplace-led business model in an extremely unorganized segment. Going forward, they want to be the one-stop platform for all things home.
“Organizing and providing the best customer experience — across price, timeline, and quality and after-sales service — was, is, and always will be the focus for Livspace. As we scale our business across India and other geographies in APAC, Australia and the Middle East in the coming months, we are investing majorly in technology, brand, people and further empowering the designer community,” Varun concluded.
