The campaign, #PriyaWedsSofa, has been created by Dentsu Webchutney and is a funny take on the extreme attachment people develop for their furniture
Weddings are a big affair in India. Right from Kashmir to Kanyakumari, everybody loves a big fat Indian wedding. With the marriage season in full swing, RentoMojo has invited its customers to one of the most eccentric weddings this year.
Conceptualised by Dentsu Webchutney, #PriyaWedsSofa is a satire targeting the mindset of getting married to a piece of furniture for years without wanting to part with it, even though it means high relocation costs and the same boring interiors year on year. RentoMojo intends to build awareness about accessing a particular lifestyle without actually owning it through the campaign.
Commenting on the campaign, Geetansh Bamania, CEO and Founder, RentoMojo, said, “Associating daily life essentials with long-term commitments has been a prevalent mindset of Indian consumers and through this campaign, we want to emphasise that through smart ownership, one doesn't have to feel being tied up to them. We are working towards making renting furniture far more affordable than buying, which can be restrictive in many ways. We want to encourage the millennial generation to open up to change when there are smart, convenient and affordable solutions available for smarter lifestyle choices. We hope that through this campaign, we have successfully created a buzz and reached out to all of these consumers for smarter lifestyle choices.”
Speaking about the insight and execution, Gautam Reghunath, SVP and Branch Head, Dentsu Webchutney, Bangalore, said, “We operate in a world where the meaning of ownership and commitments has drastically changed. Through this campaign, we wanted to bust the mindset that marriage is only about vows between two individuals; unknowingly we get married to a lot of inanimate objects in our everyday lives which tie us down and demand long-term commitments just like any other relationship. The campaign was conceptualised in the form of a satire so as to make it extremely thought provoking about how inadvertently we keep taking unnecessary ‘wedding vows’ with every new furniture purchase. We hope that with the quirky and unique visuals, we have successfully helped the brand to reach out to its effective target group.”
Agency: Dentsu Webchutney Pvt Ltd
CD Copy: P G Aditya
CD Art: Ashwin Palkar
Mohandas and Pooja Manek
Business Team: Prashant
Gopalakrishnan, Ranajit Gopinath
Account planning Team:
Sanjay Pratyush, Siddharth Sikchi
RentoMojo Brand Team: Tulika
Shukla, Tina Datta Nayak