Livspace’s national brand ambitions and campaign Ft. Virat Kohli, Anouchka Sharma

Interior and renovation company Livspace is loosening its purse strings by spending Rs 25 Crore on a 12-week advertising campaign in the upcoming Indian Premier League (IPL). The brand has onboarded cricketer Virat Kohli and Bollywood actor Anushka Sharma to amplify its marketing strategies. The campaign will take place mainly on digital platforms and social networks. The ads will run in Hindi-speaking markets and southern states like Tamil Nadu, Andhra Pradesh and Kerala.

Mumbai-based communications and brand consultancy, TILT Brand Solutions features the celebrity couple struggling with poor design and ill-appointed infrastructure of their home in brand advertising. Known for its humorous tone, Livspace also kept this ad light. The campaign titled “Love the Way You Liv” will also feature two other commercials which will be aired as the IPL progresses.

In an exclusive conversation with Storyboard18, Kartikeya Bhandari, Chief Marketing Officer at Livspace, said celebrity credibility has a deleterious effect on brands. “If done well and selected in sync with brand values, celebrities drive recall, while creating the right brand associations,” Bhandari believes.

Livspace’s ambition is to become a national brand. The company has expanded geographically from eight cities in 2019 to over 30 in 2022. Livspace plans to go to another 20 cities over the next 12 months and all of these cities have one or more of its experience centers. He tells us that this (scaling) will ensure that Livspace has a presence in major Tier 1 and Tier 2 cities across the country.

To boost consideration in existing markets and build brand awareness in new markets, Bhandari believes that celebrities, with their popularity and strong connection with audiences, will help the brand create and forge stronger relationships with consumers.

According to Bhandari, Kohli and Sharma accentuate the ambitious value of the public. Not only that, but they are also part of the brand’s target group – 28+, married, having started a family.

In its previous “Don’t Try This at Home” campaign running on the big and small screen, the brand added much-needed humor to an otherwise boring category. The ads featured people doing everyday things like laundry and cooking in unsafe ways due to poorly designed furniture and home spaces. However, while brand advertising made the right noise, the company was called out loud by angry customers about delayed projects and the unprofessional behavior of relationship managers, civilian staff and designers. .

When asked how the brand plans to fix and improve its customer service, Bhandari explains, “Across our operations, it is inevitable that approximately 1% of thousands of concurrent projects will experience delays due beyond our control. He added that “while anyone in the industry knows that it is impossible to eliminate all delays, especially since there are various external factors involved, we continue to work on creating best practices in technology and supply chain to bring this down to below 0.5% in the next 6-12 months. We are constantly striving to improve the efficiency of our business and it is an ongoing process.”


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