HomeLane and Talented join forces to launch a groundbreaking two-part ad series that revolutionizes conventional home decor advertising. Departing from the usual focus on glamorous interiors, the ‘Bas Ghar Sajayenge’ campaign featuring MS Dhoni showcases both the beautiful and challenging aspects of home life, aiming to create a relatable and memorable experience for viewers. This unique approach challenges traditional norms, making it a standout in the home decor industry.
HomeLane ‘Bas Ghar Sajaynege” campaign featuring MS Dhoni
HomeLane, a leading interior solutions brand, collaborates with Talented to introduce a groundbreaking two-part ad series, reshaping conventional home decor advertising by literalizing a common metaphor. While typical ads highlight glamorous interiors, HomeLane latest ‘Bas Ghar Sajayenge’ campaign featuring MS Dhoni strives to be the most authentic portrayal of home decor yet.
Films Description:
The films offer a raw glimpse into the nightmares of homeowners, presenting both the alluring and challenging aspects of interior spaces. This approach aims to evoke relatability and leave a lasting impression by depicting the reality of home life rather than its idealized portrayal.
Also Read: Kopiko Candy’s ‘Chaba’ Campaign Continues to Brew Magic with MS Dhoni – Agency Masala
Directors quote :
“Deliciously twisted and darkly funny.” Surjo Deb, the director who brought to life this vulgar reality of lived experiences continues to add, “This campaign was a thrill for us to execute at UBIK. Full props to the HomeLane team for backing the creative idea, and giving us the freedom to shape our vision of the film. We wanted to create a mood that was surreal and bizarre, reflecting the plight of the homeowners. It’s a world where the protagonist is trapped in a never-ending nightmare, and as the audience we get to have fun at their expense. This strange, almost Lynchian narrative is one of the most enjoyable campaigns we’ve worked on till date.”
What do experts have to say about this campaign?
Talking about the departure from the conventional portrayal of home decor, Sai Karthik, strategy at Talented said, “The truth is, when it comes to home improvement through interiors, the worry outweighs the excitement towards the outcome. The joy of getting your home done is never top of mind. Armed with this truth, it was important to focus on how the brand can make aesthetics accessible and enjoyable through efficient processes. The strategic shift, therefore, was to make efficiency an antidote for many unknown, unpredictable scenarios.”
“Realisation before resolution is where HomeLane stood a chance. To compete with a largely unorganised market, it was important to make the customer realise the pain, before resolving it. Hence, the choice to spend no more than 20% of the duration on the brand became an easy one. To be a category leader, we can’t afford to just talk about the creaking hinges, but the unhinged nature of the job that can be mentally infuriating to go through. To walk this fine line between real and surreal is how we can differentiate ourselves in the category”, said Udit Mediratta, CMO, HomeLane.
Speaking of the role of brand, MS Dhoni remarks, “Home interiors, as a category, prides itself on the aesthetic value addition to a home. However, home improvement comes at the back of mistakes, anxiety, and a lack of knowledge—making a job well done an elusive milestone. Hence, to offer a solution that’s about making a homeowner feel good, not just look good, is of paramount importance. The film does exactly that… with a dash of humour to make this nightmarish rendition of reality palatable.”
“The films are nothing but an unvarnished glimpse into a homeowner’s worst nightmare. They are completely familiar, and yet entirely foreign. They depict reality not as it is but as it appears in the minds of these homeowners. Hence, to make them feel painfully relatable, showing both the pretty and pretty ugly sides of home interiors became tantamount. The only guardrail was to make this campaign memorable. ‘Sar khana’ and ‘Topi Pehnana’ is the start of a creative device that we hope the brand can own,” said Aarushi Periwal, creative and founding member at Talented.
Also Read: Kopiko and MS Dhoni join hands for its new campaign – Agency Masala
Conclusion
In conclusion, HomeLane’ collaboration with Talented to launch the ‘Bas Ghar Sajayenge’ campaign featuring MS Dhoni signifies a bold departure from conventional home decor advertising, opting for authenticity over glamour. By presenting a raw portrayal of homeowners’ experiences, the campaign aims to resonate deeply with audiences, challenging traditional norms and setting a new standard for the industry. With its relatable approach and memorable creative elements, this campaign is poised to make a lasting impact in the world of home decor marketing.
