Wunderman Thompson India makes Sumo wrestlers test the durability of Urban Ladder's furniture in new campaign

Urban Ladder teamed up with Wunderman Thompson India to launch a campaign which is centred around the durability and longevity of their furniture.

The campaign puts to test, the common problem faced by furniture buyers – “Will this piece of furniture last?”. And puts to rest any such doubts in the minds of the consumer when it comes to Urban Ladder furniture.

The ‘Built to Last’ campaign has been launched on social media, digital, outdoor, print and in-store.

The film features a couple in an Urban Ladder store, contemplating whether to purchase a bed they like. As they ponder, their attention is drawn to the sounds of taiko drums and two sumo wrestlers charging at each other.  They clash and the larger sumo is tossed onto the bed and the other sumo also rolls over him landing on the bed. The couple is delighted to see that the bed does not buckle and remains intact despite the impact.

The film closes with the couple satisfied with the durability of the bed, the two sumo wrestlers playfully tickling each other with the tagline ‘Built to Last’ from Urban Ladder.

Nishant Gupta, Chief Business Officer, Urban Ladder, said, “We are extremely excited about the launch of our new ad campaign, Built to Last. Through the campaign, Urban Ladder aims to draw attention to the durability of its furniture and address the common concern amongst consumers for reliable and long-lasting furniture. I also believe that the campaign will position Urban Ladder as the top choice for customers and become the go-to brand for customers seeking quality and durability in furniture. We are also proud to announce that we now have 60 stores across India.”

Priya Shivakumar, Sr National Creative Director, Wunderman Thompson India, said, “Even as our task was to demonstrate the durability of the product, we wanted to do it in the most memorable way possible. We believed that the best way was through a test and then we decided to make it a test the audience couldn’t forget easily. Enter the Sumo Wrestlers, tough on the product, but easy on our audience, and more importantly a great way to launch the “built to last” proposition.”

Films:

Credits:

Agency: Wunderman Thompson Bangalore

Senior National Creative Director: Priya Shivakumar

Senior VP and Managing Partner: Kundan Joshee

Creative Team: Ajay Menon, Antony Sunil, Ashwin Mariadoss

VP and Exec Business Director: Tiraz Balaporia

Account Management: Sandeep Mathummal

Production: Tribal Box

Director: Jeet Lotia

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