Blum India has launched a witty new advertising campaign highlighting the often-overlooked importance of quality furniture fittings in everyday living. Using humour to address common furniture woes, the campaign shines a light on problems such as sticking drawers, squeaking doors, and difficult-to-operate wall cabinets—issues many homeowners can relate to.
Through three sharply produced ads, the campaign focuses on Blum’s core products: hinges, lift-up systems, and drawer systems. The LEGRABOX drawer system is featured for its smooth, feather-light gliding motion, designed to last for years. Meanwhile, the CLIP top BLUMOTION hinges promise silent and effortless door movement, even after extensive use. For overhead wall cabinets, the AVENTOS lift-up system keeps doors suspended at any angle without manual effort.
Explaining the rationale behind the new 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 humor."
National award-winning filmmaker Bauddhayan Mukherji, popularly known as Buddy, directed the films. Sharing his experience, he said, "When Nadeem and Neelam from Blum India suggested the humor 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 viewers love the films as much as we did while making them."
The campaign is currently live on Blum India’s official YouTube channel and Instagram page.
Blum, headquartered in Austria, is globally renowned for its high-quality furniture fittings developed through extensive research and testing. The brand is committed to enhancing both the performance of furniture and the everyday experience of its users.
