Blum India’s humorous Ad Campaign tackles everyday furniture frustrations.
Mumbai: Imagine designing elegant furniture throughout your living spaces, only to find them struggling to function after a few years of use. Drawers sticking, doors squeaking, and wall cabinets shutting with a creaky noise. Whether the furniture withstands the test of everyday use or falters after some years comes down to one crucial thing: the furniture fittings – an often overlooked element that works behind the scenes to make or break the furniture.
Blum India has launched a new ad campaign that humorously brings the spotlight back to real-life furniture struggles and how their quality fittings can put an end to these long-standing problems.
The advertisements brilliantly highlight furniture problems with a touch of chuckle-worthy humor that is sure to connect with the audience. As the ads play out, viewers will find themselves relating to the real-world furniture problems hilariously depicted and realize how Blum’s quality fittings make all the difference in elevating everyday living.
The campaign features three ads focusing on Blum’s core products: hinges, lift-up systems, and drawer systems. Blum’s LEGRABOX effectively tackles the sticking problem of drawers by offering a gliding motion as light as a feather for years. Their CLIP top BLUMOTION hinges are perfect for designing furniture doors that open and close with top-quality motion without squeaking, even after years of use. For wall cabinets that hold doors at any desired position without users manually having to keep them open, Blum’s AVENTOS comes in as a reliable lift-up system.
Explaining the need for the ad campaign, Blum India Managing Director Nadeem Patni said, “While our business primarily targets B2B customers, end consumers are at the heart of everything we do at Blum. We wanted a new campaign that could appeal to a broader audience, particularly everyday furniture users. While communicating about the convenience of using our fittings remained the central message, we were determined to put it across with a touch of humour.”
National award-winning filmmaker Bauddhayan Mukherji, aka Buddy, expressed his excitement about the campaign, saying, “When Nadeem and Neelam from Blum India suggested the humour route, I was pleasantly surprised. It meant we needed a cracker of a campaign. This set of films for Blum are those rare ones where everything just falls in place. Hope the viewer’s love the films as much as we did while making them.”
Catch Blum India’s witty ad campaign on their official YouTube channel and Instagram.
AVENTOS (Lift-up Systems):Watch here
LEGRABOX (Drawer Systems):Watch here
CLIP top BLUMOTION (Hinges):Watch here