HomeLane to invest Rs 100 crore in marketing over 12 months

The brand has launched a digital campaign on OTT/video streaming platforms.

BENGALURU: In India, getting home interiors done is generally regarded as a significant but chaotic exercise. As a result, the business segment remains highly unorganised and plagued with unpredictability in terms of time, quality, transparency and expertise. A chaotic experience brings down the joy of creating a new house and unpredictability becomes a serious nightmare. With this rationale, home interiors brand HomeLane is aiming to reduce the pain currently associated with this process through its 45-day delivery promise.

The company has launched a new digital campaign ‘Switch to HomeLane’, across a wide spectrum of OTT/video streaming platforms to urge the Indian consumer to bank on the HomeLane guarantee and “switch” to enjoy its predictable experience. With the digital-first approach, HomeLane is kicking off the new campaign on OTT platforms, beginning with SonyLiv during the India vs Australia T20 series, and supported by YouTube and other social media platforms across key cities.

HomeLane is planning to invest over Rs 100 crore during the next 12 months on various marketing initiatives. This campaign is part of this strategic direction and will run through the entire Q4 of FY 20-21.

HomeLane VP marketing Rajeev GN said, “At HomeLane, we bring predictability into an unorganised and chaotic journey of getting home interiors done. Our 45-day delivery with a penalty backed promise of ‘we pay, you rent’ has been a huge differentiator. It has benefited our customers through price transparency combined with high quality delivery making the last mile of the experience easy for them. Through our new campaign we reiterate this promise as Indian consumers start adjusting to the new normal.”

The campaign involves a couple in the process of getting their new home’s interiors done. However, they are faced with multiple challenges such as delays, poor quality and hidden costs along the way when it comes to dealing with a carpenter. By highlighting these pain points, the campaign aims to appeal to the homeowners to switch to HomeLane in order to enjoy a hassle-free experience through the HomeLane guarantee of 45-day delivery, superior quality and complete price transparency.

Established in 2014, HomeLane has grown into one of India’s leading tech-enabled home interiors brands, providing end-to-end interior services in a personalised, professional way. The company claims to have delivered over 15,000 homes across the country, over the last six years. HomeLane currently services 12+ cities across the country through 21 experience centres.

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