Merino Industries has announced the onboarding of Pankaj Kapur for its latest campaign centred around Merino Marine Board.
The campaign is built around concerns within everyday homes and unfolds through a series of three short films. Each film addresses a specific challenge across kitchens, wardrobes and furniture, drawing attention to the role of core materials in determining long-term performance.
Set in a home environment, the films feature Kapur as a narrator addressing everyday situations and functional issues related to furniture.
The first film focuses on indoor air quality, highlighting how materials used in furniture can impact air over time. It draws attention to emissions and presents Merino Marine Board, compliant with European E1 emission standards, as a solution aimed at supporting healthier indoor environments alongside durability.
The second film addresses swelling in furniture due to moisture exposure. It explains how waterproofing technology and moisture resistance help maintain the structure and performance of furniture in areas such as kitchens and utility spaces.
The third film highlights structural strength, focusing on aspects such as load-bearing capacity and screw-holding strength. It demonstrates how the internal core contributes to stability and longevity in furniture applications.
Across the films, the campaign uses a grounded storytelling approach, with a central message: 'Water se Safe, Health Rahe Great!', bringing together themes of moisture protection, indoor safety and durability.
Commenting on the campaign, Manoj Lohia, Director at Merino Industries, said, “In most conversations around interiors, attention tends to remain on surfaces and finishes. However, the true performance of furniture is shaped by the material that forms its core. With this campaign, the intent was to bring that understanding into the mainstream in a way that feels real and relevant. Pankaj Kapur brings a certain depth and honesty to the narrative, which allows these conversations to connect more meaningfully. Merino Marine Board has been developed keeping in mind the conditions that furniture is exposed to every day i.e. moisture & load besides repeated use, as well as the growing awareness around indoor environments. It shows our continued focus on materials that support durability, safety and long-term reliability. Through these films, we hope to encourage more informed choices, where performance and well-being are considered from the very beginning of the design process.”
The campaign aims to highlight the role of underlying materials in furniture, focusing on aspects such as durability, safety and long-term reliability.
