Furlenco and Pocket Aces collaborate on a Rs 2 crore 'content campaign'

The first video under the 'Own Experiences' campaign, has just been launched.

Online furniture rental company, Furlenco, has entered into collaboration with digital entertainment company Pocket Aces, to launch a new campaign titled 'Own experiences'. The idea of this campaign, according to both the teams, is to encourage millennials to 'be different and to validate their desire to commit to experiences and not furniture.' With a budget of Rs 2 crore, both brands intend to extend the partnership up to the second-half of 2017 in engaging and out-of-the-box ways.

To kickstart the campaign, FilterCopy-the flagship channel of Pocket Aces, along with Furlenco, has conceptualised and released a 4-minute video titled 'If Parents Behaved Like Us, along with a 20-second ad film. The video features film and theatre actors Rajat Kapoor and Sheeba Chaddha as parents seen in a sort of role reversal with phone-addict millennials. This video has been put up on FilterCopy's social media properties including Facebook, YouTube, WhatsApp, Twitter, Instagram, and Snapchat. Pocket Aces has also brought Furlenco on board as an author on its content website filtercopy.com.

Explaining the idea behind the campaign, Aishvarya Chanakya, vice president marketing, Furlenco, says, "Our marketing challenge is to change the urban millennial's mindset to believe that you don't have to 'own' to experience the joy of things. And what better way to change consumer habit than showing that if our parents can do it, so can we."

On the collaboration with Pocket Aces, she comments, "The objective is to have a long term partnership with Pocket Aces. In fact, as a part of the partnership, Pocket have created an ad for us as well, we have created a set of print ads which we plan to jointly distribute over the course of the next few weeks."

Adding that both the teams at Filter Copy and Furlenco were completely aligned on the thought that the Furlenco product showcase needs to be prominent, she says,"The Filter Copy team loved and featured the 'Pod' prominently because it fits perfectly with their audiences. The entire home in the video has also been completely done up with Furlenco furniture."

Aditi Shrivastava, co-founder, Pocket Aces says,"Creating content across formats (written content, short video, web series) with like-minded companies such as Furlenco, who consider the audience as intelligent as we do, is a pleasure. It allows us to go beyond basic product integrations to incorporate next level messaging, and still keep the content relatable and shareable."