'Livspace your space' blends creativity, technology and a customer-centric approach: Kartikeya Bhandari

Livspace has rolled out the second leg of its 'Livspace your space', featuring actor Anushka Sharma and cricketer Virat Kohli. 

The aim is to underscore the significance of quality in materials and design, shedding light on the profound impact of flawed interiors on consumers' lives.

Conceptualised by Tilt Brand Solutions, the film delves into the evolving roles that homes play in consumers' lives and underscores how the brand empowers homeowners to unlock the full potential of every room. In the films, Sharma and Kohli portray an upper-middle-class couple who initially seem to be embroiled in a ghostly thriller but quickly transition into a comedic narrative. The 'spirits' they encounter aren't supernatural entities but rather unconventional problem solvers trying to rectify their interior design dilemmas.

The campaign will run on digital, social media, and connected television (CTV). The four films will be rolled out with a two-week gap between each release. The first two films were rolled out on 5 October and will continue for a span of eight weeks.

To gain insight into the campaign's marketing strategy, we spoke to Kartikeya Bhandari, chief marketing officer, Livspace, to get the 411 on why Anushka and Kohli were the ideal brand ambassadors, the role of technology in this campaign, and the brand's plans for the festive season.

Edited excerpts: 

Can you provide insights into the primary objectives and strategies behind the 'Humor with Horror' campaign and how Livspace plans to achieve these goals? 

This campaign blends creativity, technology, and the company's customer-centric approach, offering an engaging and relatable narrative for the target audience. With Livspace's commitment to transforming living spaces, 'Livspace your Space', season two underscores the brand's dedication to helping people get more from their homes. The use of humour along with firebrand couple, Virat Kohli and Anushka Sharma, ensure that this campaign will resonate with a broad audience, ultimately strengthening our brand's reputation as the go-to platform for home renovation and interior design needs. 

With this campaign, Livspace aims to create strong brand recall and deepen its connection with customers across different regions.

Launching concurrently with the ICC Men's Cricket World Cup, the campaign will employ a multi-faceted approach, including a strategic blend of digital and social media, along with connected television, to engage with relevant audiences. 

How will Virat Kohli and Anushka Sharma help build impact for this campaign, and what made them the right brand fit? 

The decision to collaborate with Virat and Anushka was carefully made because they represent our core target audience – individuals known for their trustworthiness, professionalism, and excellence in their respective fields. This alignment with our brand values and goals is what makes them the perfect fit. Their credibility and reputation mirror the qualities we aim to deliver through our services and products, creating a seamless synergy between their public image and Livspace. 

Livspace is known for integrating technology into its services. How does technology play a role in this campaign, and how does it enhance the customer experience? 

In a highly unorganised and underpenetrated industry, Livspace is offering a seamless and stress-free experience to homeowners through its proprietary platform. Using its proprietary technology, Livspace provides a one-stop renovation solution for homeowners — from design to managed last-mile fulfilment for all rooms in a home. It is bringing together designers, brands, manufacturers and contractors to enable a trusted and predictable experience. 

Could you share any insights into Livspace's upcoming initiatives for the festive season and what is the brand's end-of-the-year goals?

Our primary goal is to maintain our position as market leaders in this category, ensuring that our brand messaging and tonality remain consistent year-round. Furthermore, we aim to expand our presence across a broader range of customer segments, solidifying our status as market leaders in each of these segments. In the coming year, our focus will be on an extensive retail expansion, targeting over 60 cities in FY24. This expansion aligns with our current position as market leaders in residential interiors, and we are committed to extending our leadership across various segments.