Furlenco Collaborates With Digital Entertainment Company Pocket Aces To Launch Content Campaign

Dated: February 23, 2017

Why own furniture when you can rent out trendy and modern furniture that reflect your personality and style? In order to sharply target millennials, Furlenco, India’s pioneering online furniture rental company, which raised $30mn funding last year, has entered into collaboration with Pocket Aces, one of India’s leading digital entertainment companies, which recently raised $3mn,  to launch a new campaign ‘Own experiences’ that goes live on 22nd February, 2017. The idea of this campaign is to encourage millennials to be different and to validate their desire to commit to experiences and not furniture. With a budget of INR 2 crore, the two young, fun and urban brands aim to extend the partnership up to the second-half of 2017 in engaging and out-of-the box ways.

Ideally, millennials dislike the idea of commitment, they prefer to be everywhere and do everything. But if there is one thing they do want to commit to, it is having a gamut of experiences under their belt. To kickstart the campaign, FilterCopy (the flagship channel of Pocket Aces), along with Furlenco, will conceptualize and release a hilarious video (“If Parents Behaved Like Us”) along with two other rib-tickling ad films. The 4-minute video will feature popular film and theater actors Rajat Kapoor and Sheeba Chaddha, and will be distributed on FilterCopy’s social media properties including Facebook, YouTube, WhatsApp, Twitter, Instagram, and Snapchat. Pocket Aces is also bringing Furlenco on board as an author on its content website filtercopy.com to let their voice reach audiences directly.

As young audiences move attention minutes from TV to digital and increasingly consume content on-the-go, advertisers are collaborating with digital-first content creators to natively integrate their messaging into interesting content that their target audiences want to consume. Pocket Aces reaches over 25 million target audience every week across its social channels, and Furlenco is leveraging this reach for its campaign.

Commenting on the new association, Aishvarya Chanakya, VP of Marketing, Furlenco said, “Our largest target group is the urban millennial - which believes in living life to the fullest, both inside the home and outside. Furlenco enables both - with awesome furniture on rent that helps millennials live well inside the home, with enough money left over to truly experience life the way they always imagined. Pocket Aces was exactly the right partner for this campaign, and has been a pleasure to work with, as their content eyeballs these consumers with their relatable, slice of life content.”

Aditi Shrivastava, Co-founder, Pocket Aces adds, “Our goal as content creators is to make sure that the
audience gets high quality content, while driving high ROI for advertisers. Creating content across formats (written content, short video, web series) with like-minded companies such as Furlenco, who consider the audience as intelligent as we do, is a pleasure. It allows us to go beyond basic product integrations to incorporate next level messaging, and still keep the content relatable and shareable.”

With a host of various digital-driven engagements in the pipeline, the campaign intends to generate fun, interesting content that will make urban millennials laugh as well as introspect. Rest assured, both these young, fun brands are sure to make you sit up and take notice of how you’re leading your life right now, in a light-hearted way, of course!

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