Mumbai: Welspun India, one of the world’s largest Home Textile conglomerate, is all set to launch a campaign to reiterate the concept of ‘Thoughtful Living’ for its brand Spaces. Welspun India’s brand SPACES, has always strongly focused on thinking for their consumers, keeping their comfort as top priority. The new TVCs conceptualised by Ogilvy communicates that brand ethos beautifully.
The two films span around the two product categories of SPACES – Bed & Bath, the key message of the communication centred on product innovation and solving a consumer problem. The films highlight these feature of the SPACES’ products and how it can be integrated to deliver a comfortable lifestyle.
The first leg of the campaign introduces the Easy Stain Release bed linen by SPACES. The campaign is inspired from a glimpse into the lives of modern homemakers who are on the edge every time their bed is used as a table for lazy food lovers. The film elaborates upon this wish for a comfortable surrounding as Easy Stain Release bedsheets offer every homemaker the ease to carelessly relax in their bed while enjoying a cup of coffee without worrying about hassle of stain removal. The communication is also building on brand property of “what’s your bed sheet’s superpower?”
The second film introduces the audience to SPACES’ patented and innovative product – Hygrocotton bath towels. While we may experience the fading softness of our everyday towel which makes the whole experience of drying self after bath an unpleasant experience, the Hygrocotton technology used by SPACES in creating specialised Hygrocotton towels ensures it gets softer and fluffier with every wash and use.
ManjariUpadhye, CEO, Welspun Domestic: As a brand, SPACES is currently known for high quality, premium products. Our endeavour is to elevate the conversations in the category and address the tension points around bath and bed linen.The Brand repositioning is thus around thoughtful living. Comfort is one of the aspects of thoughtful living that the new campaign aims to bring out. While most of the brands focus on designs, we wanted to highlight how you can get a combination of comfort with design, and not just the latter.
Zenobia Pithawalla, Senior Executive Creative Director, Ogilvy Mumbai: At Spaces, every product innovation is thought of with the aim of making life easy, effortless and beautiful. Bed linen with easy stain release properties and a towel that gets softer with every wash are things one only dreams of. So, we felt the best thing to do would be to bring alive the ‘super powers’ of the products. We show situations people find themselves in, to portray the relevance of SPACES’ thoughtfulness and innovation in everyday life. However, we went with exaggeration and humour to drive home our point.
VivekVerma, Senior Vice President, Ogilvy Mumbai: Welspun, is an innovative company and the offering of the products are far superior than what the customer can think of. It was very important for us to highlight the features and still remain in an entertaining yet informative zone. An exaggeration from a slice of life, always brings, a smile on your face and you are remembered.
The objective of the campaign is to drive discussion in the category around features and innovations with design as a hygiene. The role of the category in the life of consumers should be to solve real problems, not just good looking props in the house.
Agency: Ogilvy Mumbai
Creative: Zenobia Pithawalla, Varsha Desai
Planning: GanapathyBalagopalan, Jasmeeta Mehta
Account Management: VivekVerma, SreejeshNherakkol, PrekshaVadhan, Megha Mohan
Production House: Chrome Pictures
Director: Vijay Veermal
Producer: RoopaliSinghal, Abhishek Notani