Interio by Godrej has launched a new campaign for its UPMODS sofa range, using a family’s search for a new sofa to highlight the different needs and preferences that can arise within a household.
Conceptualised by TBWA\Lintas, the film follows a family shopping at an Interio store, where each member tries to persuade the others to choose the sofa feature they personally want. The teenage son recommends an extended chaise by positioning it as being better for his father’s knees, while the father suggests a sofa with a charging port for his wife’s work-from-home routine.
The wife then makes a case for a sofa with storage, citing her mother-in-law’s ukulele, while the grandmother pushes for a blue sofa on the grounds that it is the family dog’s favourite colour. The back-and-forth ends when the salesperson points out that the family does not need to convince one another, as UPMODS allows them to personalise the sofa around their individual requirements.
The range offers customisation across legs and armrests, along with 25 colour options, including single- and dual-tone combinations, and a choice of leather or fabric. According to Interio, these options allow for more than 1,750 possible configurations.
Speaking about the campaign, Reshu Saraf, Head of Integrated Marketing & Communications, Interio by Godrej, said, “Every family has its own way of living and own idea of the perfect sofa. At Interio, we believe that furniture should be designed around these individual needs and preferences. With our UPMODS range, consumers have the flexibility to create a sofa that truly feels like their own. Through this campaign, we wanted to capture this relatable family truth in a light-hearted manner, while showing how personalisation means no one in the family has to compromise.”
Produced by Thunder Films and directed by Sandeep Yadav, the campaign will be amplified across YouTube, social media and other digital platforms.
