NEW DELHI: Home & lifestyle brand Chumbak has signed on Sara Ali Khan as its first brand ambassador for its home & watch categories.

The brand has released its first ever celebrity brand campaign with Sara Ali Khan, which features the actor moving into a Chumbak home and what unfolds thereafter #WithChumbak. It features three brand films produced by The Script Room while the stills and mood films have been created by Verrocchios Workways. The media strategy is handled by Wavemaker India.

The digital-first campaign follows a story telling strategy, with each of the three films unfolding a day in the life of Khan when she moves in #WithChumbak.

Chumbak head of marketing Shazia Zafar said, “Chumbak has always been well-recognised for its warmth, wit and connection to its customers. With this campaign, we are hopeful that our audience will realise how our brand is a joyful addition to every moment of their lives. Sara Ali Khan brings the idea of #WithChumbak alive and we are confident that it will be loved not only by our ardent brand supporters but also a larger audience.”

Chumbak brand manager Rhea Budhiraja added, “The focus with this campaign is to strengthen the role of the brand both from an emotional & a rational point of view. Chumbak has always been known for its vibrancy and warmth and Sara Ali Khan brings that alive seamlessly. Our vision with the brand idea of #WithChumbak is to build a way of life, a sensibility that is instantly recognisable.”

The Script Room founder Rajesh Ramaswamy said, “The whole idea of the campaign is to bring all of it together as a lifestyle choice, aesthetic sensibility and a kind of an outlook. To make this come alive we have managed to recreate Sara’s living space with Chumbak and capture charming stories from her everyday life.”