Welspun India, one of the world’s largest Home Textile manufacturers, is all set to weave a new story to highlight its brand SPACES, refreshed with their new campaign – ‘Neend Ka Ek Aur Saathi’. SPACES has always aimed at offering a comfortable sleeping experience to its consumers and their new TVC conceptualised by Ogilvy and Mather, communicates this ethos wonderfully.
One of the two films highlights the story of a family squeezing into a cocoon of familiar comfort while the second film showcases the special relationship between a mother and a grown up daughter. Both endorse the message that the best sleep is always in the arms of your loved ones. SPACES with its innovative and best in class offering enhances this experience by enabling a more comfortable living, every day.
Commenting on the campaign, Dipali Goenka, CEO and Jt. Managing Director of Welspun India Limited said, “SPACES is all about comfortable living! After a long day of work and the hustle bustle of the life, we find solace in our bedroom. We want to help our customers in creating a lifestyle experience that they desire. Our new campaign integrates comfort messaging of SPACES with the feeling that one experience with their loved ones around. It is all about offering the best to our customers- best in quality, technology and sleep!”
Commenting on his creative brainchild, Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather said, “Spaces as a brand is known for its designs. We felt what the brand needed was a heartbeat. For the bed linen campaign, ‘Neend ka ek aur saathi’ we show how the best sleep happens when you sleep with all that you love. Making SPACES bed linen an integral part of sleeping happy.”
The strategy of the campaign was rooted in the insight that when a house is made, most of the resources are spent on the living room, followed by the kitchen. But we spend 80% of our time living in the bedroom.
In a market where most players talk prints, price and flash value, SPACES brings the focus back to better, cozy and comfortable living in a room where life happens. And that occurs with empathetic and beautiful design thinking aka an amalgamation of design, soft fabrics and technology.
The two 45 second TV films will be featured in six different languages – Hindi, Kannada, Telugu, Tamil, Malayalam, Marathi and Bengali. It will be leveraged in print and magazines. The campaign will be played on all the leading television channels on prime time slots.
The brand also unveiled its new logo, capturing the vibrancy and flexibility it takes to create a beautiful space. The logo represents dynamism and ever-evolving freshness with new identity that personifies every aspect of comfortable living.
Production House: Chrome Pictures Media LLP
Director: Hemant Bhandari
Producer: Abhishek Botanical
Advertising Agency: Ogilvy and Mather, India
Creative Team: Zenobia Pithawalla, Varsha Desai, Tushar Sawant, Samara Dutt
Account Management Team: Vivek Verma, Vishal Bijlani, Urvi Rathod
Account Planning: Preeti Shetty