22feet wins social media mandate for Interio by Godrej

BENGALURU: Interio by Godrej has handed its social media mandate to 22feet, following a multi-agency pitch, as the century-old furniture brand pushes into a sharper, more design-forward identity built for modern Indian homes and workspaces.

22feet will drive end-to-end social media marketing for the brand, covering content strategy, campaign ideation and execution, and social media planning and buying. The agency’s brief is to bring Interio’s refreshed brand promise to life digitally through culturally resonant storytelling and social-first campaigns anchored in the brand’s new visual language, built around a distinctive coral theme.

Reshu Saraf, head of marketing communications at Interio by Godrej, framed the appointment around a fundamental shift in how furniture is now bought and discussed. “Furniture is no longer just a functional purchase. It is deeply tied to how people express their spaces and identities,” she said. “Social media is where these conversations are shaping up, and it gives us an opportunity to stay part of that evolving journey and participate more meaningfully in how people imagine and experience their spaces.”

Anvita Arora, vice-president and head of Mumbai at 22feet, was equally bullish about the opportunity. “The brand’s new vision offers a rich canvas for social-first creativity,” she said. “We look forward to partnering with the team to drive meaningful engagement and business growth through end-to-end social marketing that truly connects with how India lives and works today.”

Interio by Godrej has been a fixture in Indian homes and institutions for over a century. Its recent repositioning as a design-led, aspirational destination for contemporary living gives 22feet a brand with genuine heritage to work with and a clear new direction to push.

Old brand, new look, fresh agency. The brief is set. Now comes the hard part of making furniture feel genuinely exciting on social media.