Livspace’s marketing playbook includes maiden celebrity endorsers Virat Kohli and Anushka Sharma
Livspace, a leading player in India’s home renovation and innovation segment, has announced its first-ever brand ambassadors “to create high recall and strengthen connections with customers across regions,” according to Kartikeya Bhandari, its chief marketing officer.
Livspace has launched its 2022 brand campaign with celebrity couple Virat Kohli and Anushka Sharma
The Bengaluru-headquartered company has onboarded the celebrity couple, cricketer Virat Kohli and actress Anushka Sharma, for its just-launched brand campaign.
Livspace, founded by Anuj Srivastava and Ramakant Sharma in 2014, is working toward standardizing the consumer experience by solving the challenges of a largely unorganized home interiors and renovations market. It is seeking to bring together designers, brands, manufacturers and contractors, and layer that with its proprietary technology to enable an enhanced customer experience (CX).
With the growing exposure and aspirations, consumers are demanding much more from their homes – a trend made much more pronounced during and post-pandemic, thus laying out the task for the brand, Bhandari told The Drum.
The brand aims to introduce more and more homeowners to a professional way of getting home interiors and renovations done and realizing their dream homes.
It has a footprint in over 30+ metro and non-metro areas in India, as well as a presence in Singapore and Malaysia.
In the post-pandemic world, the expectation from homes has changed as it is now a workplace, study place and much more. The brand campaign highlights the need for well-designed, high-quality home interiors in this backdrop.
The 2022 brand campaign, ‘Love the way you Liv,’ has been conceptualized by the brand’s creative partner, Mumbai-based Tilt Brand Solutions.
It features the star couple and showcases the expanding roles of homes, and how Livspace acts as the enabler to do more and get more with every room in the house.
Interestingly, the campaign has been launched to match the excitement around the grand sporting extravaganza Indian Premier League 2022, which is also going live this week with the matches being played in India.
Along with being the associate sponsor on the over-the-top (OTT) platform Hotstar, the campaign will be amplified using a strategic mix of television, digital and social media, along with connected television (CTV) for a better reach.
The brand’s creative playbook
There will be a series of films that will be launched over the next few weeks to showcase the celeb couple’s struggles with the poor design and loosely-fitted infrastructure of their home, and how Livspace has helped them in making the entire home interiors process easier, said Bhandari.
The campaign builds on the brand positioning encouraging people to discover the joy of smart design, while remembering that great interior design is not just about the way things look, but also about how it functions.
Talking the narrative of the films, Joseph (Joe) George, founder and chief executive officer, Tilt Brand Solutions, said: “For this campaign, like the previous ones, we decided to reiterate Livspace’s passionate take on design – if it doesn’t make life better, it’s not a good design.” Tilt has been the creative partner for the brand for the past few years and was behind the campaigns.
Even though the brand was launched in 2014, it did take its time before onboarding brand ambassadors. Bhandari shared: “Before deciding on the brand ambassadors, the teams did go through many debates on whether a celebrity is needed for the brand at this juncture and, if so, then who would fit the bill, keeping the brand personality in mind.
“Only if done well [can] the celebrity association benefit the brand and help in grabbing people’s attention.”