Urban Ladder has partnered with Lowe Lintas to introduce a new approach to communicating with customers. Instead of using a single message for the entire country, the brand is focusing on city specific insights to better connect with audiences across different regions. The core idea behind this approach is that people across India live differently, and the conversation around furniture should reflect those differences.
This approach draws from State of States, a detailed study that explores cultural differences across India. The research helps the brand understand what people in different regions value when turning a house into a comfortable and personal home.
The brand recognises that choices such as a sofa or dining table are deeply personal and often reflect individual lifestyles and preferences. Using insights from its study, the campaign adopts a communication style that respects regional sensibilities and the way people in different parts of the country think about their homes.
As per the brand, when they talk to people in the busy cities of Mumbai and Bengaluru, they show their furniture as a helpful partner for people who are working hard and moving up in the world. However, when they speak to families in Delhi, the story changes. In Delhi, having nice furniture is shown as a wonderful way to display excellent taste and make a strong impression on guests.
According to the brand, the narrative also evolves across southern markets. In Chennai and across Tamil Nadu, the messaging balances traditional values with modern sensibilities. In Hyderabad and Andhra Pradesh, the focus shifts to aspiration, with furniture positioned as a reflection of ambition and success. In emerging towns, the brand presents its offerings as a meaningful reward for personal progress and an expression of life’s milestones.
Link to the campaign:
Sharing thoughts on the campaign, Krisha Turakhia Leading Revenue & Marketing at Urban Ladder, Reliance Retail, said, “Furniture is an intensely personal category. It carries stories of where you come from and where you’re headed. In a country as culturally rich as India, those stories are not identical across states.”
“Ambition, identity and even the meaning of success are shaped by local context. Through this state-first approach, we’re acknowledging that nuance in the way we show up, with the belief that deeper cultural relevance ultimately strengthens brand consideration.” he added.
