This article was last updated on April 16, 2022
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How many of you know people who say, ‘I love my life’? Not many, right? To change this rather dismal scheme of things, India’s pioneering online furniture rental company Furlenco has joined hands with Red Chillies Entertainment’s forthcoming Shah Rukh Khan and Alia Bhatt starrer Dear Zindagi. As part of the campaign, Furlenco will create an exclusive Dear Zindagi store online for its customers to rent the furniture featured in the Bollywood movie. Fans will get a chance to meet Alia Bhatt, besides winning exclusive movie merchandize. Meanwhile, a TVC has been created jointly as part of the association that promotes the message of ‘loving your life and living it to the fullest’.
Commenting on the campaign, Ajith Mohan Karimpana, Founder and CEO of Furlenco said, “Both Furlenco and Dear Zindagi are targeting the millennials who often need to be reminded of the importance of experiencing life, living in the moment and not getting tied down by the mundane. Being a new-age brand that is perfectly in consonance with the flavour of the movie, our new campaign will help us in encouraging a new way of living life for our user base.”
Gauri Shinde’s Dear Zindagi, which is co-produced by Dharma Productions and Red Chillies Entertainment, portrays the complications of life and relationships especially among the youth. Slated to release on November 25, 2016, the movie shares its target audience with Furlenco. The partnership becomes a perfect opportunity to spread the idea of living every moment of life with a positive attitude, instead of getting constrained to permanent things.
Venky Mysore, CEO of Red Chillies Entertainment said, “This campaign is a union of two of the youngest and fun brands of our time which believe that being different is being cool, and which are championing a new way of living life. The film’s protagonist played by Alia is thoughtful, yet carefree, young and full of life. Her character is almost an exact match to Furlenco’s customer profile, which makes this campaign a perfect way to remind the fans that it is extremely important to wake up every morning saying “Love you Zindagi”.
Further talking about the campaign Venky added, “Campaigns and partnerships only work when the fundamental DNAs of the brand and the movie match – and I think that’s happened seamlessly with Furlenco. Their philosophy of focusing on living your life in the now, without baggage fits in perfectly with the character that Alia plays in the film. She’s young, fun, carefree but also deeply thoughtful and Furlenco’s brand promise echoes that. We’re super excited that they’re bringing the Dear Zindagi store to our fans’ homes – we’re certain this is one of the many ways the campaign will help our fans say “Love you Zindagi”
From the living room to bedroom and dining area, Furlenco makes furnishing a house quick, easy and affordable. Carefully designed & curated, Furlenco’s premium furniture packages come with exquisite soft furnishing, home decor and accessories on a monthly subscription fee. By reaching out to every urban Indian on the move, Furlenco envisions to create a successful global name in the rental furniture service category and provide a seamless rental experience to all its customers.
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