Results and Effectiveness

Since just 17% of the furniture market in India is organised retail (brands), there was a lot of scope to poach customers from the unorganised market with our offering. And with this campaign, that's exactly what we managed to do. Post the campaign, made-to-order sales figures jumped up nearly 11 times than they were before (high relative growth; low absolute numbers), and our total sales volume was up by 4.8%. The new made-to-order customers included both, people who were considering customised furniture form the unorganised market, and people who were considering standard furniture from the organised market.

Creative Execution

Background: The difference between the average income and the price of real estate has turned Indian cities into some of the most unaffordable realty markets in the world. Which is why, the size of the average house too, has shrunk over time. In times like these, it has become imperative that every square inch of space be used efficiently. And because standard, assembly-line furniture fails to do that, Hometown introduced made-to-order furniture in early 2014. The solution: While planning our communication, we noticed a very interesting similarity – like in homes, space is very dear in newspapers as well. So we designed ads that made the most of every square millimetre available, and thereby, clearly communicated the benefit of our service. And with the never-before-seen placement, we also gave ourselves a good chance of standing out from the clutter.

Insights, Strategy and the Idea

The difference between the average income and the price of real estate has turned Indian cities into some of the most unaffordable realty markets in the world. Which is why, the size of the average house too, has shrunk over time. In times like these, it has become imperative that every square inch of space be used efficiently. And because standard, assembly-line furniture fails to do that, Hometown introduced made-to-order furniture. Until then, people used to get furniture made from the unorganised market. Now, we had to tell people that they could get the same from a big brand, Hometown.