HomeLane Interiors launches new campaign with MS Dhoni

HomeLane Interiors have used the concept of memes as a method of connecting to the audience.

The popular home interior design company HomeLane Interiors have launched a new campaign called ‘Takatak Chakachak’ with the former Indian captain Mahendra Singh Dhoni. The new line of funny television advertisements are based on the general problems Indian consumer’s face when they are styling their home.

The new campaign has been conceptualised by The Script Room. It features a total of six advertisements in Hindi, Tamil, Telegu and English across platforms like Television, OTT and YouTube.

MS Dhoni has been doing advertisements and brand promotion for a long time now and isn’t a novice. HomeLane Interiors have used the concept of memes as a method of connecting to the audience. 

The advertisement shows MS Dhoni speaking with a regional influence about how HomeLane Interiors have helped him design his new home. The template for the advertisement shows MS Dhoni talking to a TV anchor in a post-match show receiving an award and then promoting HomeLane Interiors’ services. MS Dhoni is seen in a split-screen format informing the different customers about the advantages of HomeLane Interiors.

It was a fun experience working on this meme campaign with HomeLane. Using a format like memes to bring out the brand’s 45-day delivery guarantee is very interesting. I do believe that HomeLane is set to bring predictability to the interiors process for first-time homeowners cross the country and this campaign will help spread that message,” said MS Dhoni.

We are very excited about our campaign with MS Dhoni, he has been very supportive of our ideas and vision for the campaign. We wanted the campaign to educate digital-savvy consumers about our brand and our offerings but do it in a way that is clutter-breaking, using popular meme formats such as the remix split-screen interactions and dubbing voices while delivering straightforward messaging. The campaign line Takatak Chakachak is very catchy and is universally understood as fast and fabulous across the country, which ties back to our brand promise. We are eager to see how this campaign is received,” said Rajeev GN, VP Marketing.

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