Brands
Urban Ladder aims to touch emotional chords with ad film
NEW DELHI: Furniture and home décor company Urban Ladder has made a unique film, which brings the essence of unified Indian families while publicising its own products.
The short film titled ‘The Homecoming’ captures the journey of a couple’s decision to move into their son’s home, when the son and his wife make them feel at home with thoughtful changes in the house. The film is conceptualised and filmed by Boring Brands.
The 7.16 minute long film opens with the son (Amit Sadh) talking to his mother (Pyumori Mehta) on the phone to plan their Diwali visit, and also insists that his parents should move in with his family. When the couple arrives, the father (Piyush Mishra) looks hesitant and uncomfortable in the son’s house since it’s very different from his home. The son and daughter-in-law (Tapsee Pannu) understand his discomfort and do a complete makeover of the room with thoughtful changes.
The couple is surprised by this effort and in this emotional moment make a decision to move in with their son and his family.
“At Urban Ladder, we strongly believe that a beautiful home is not just created with good looking furniture, but with a lot of thought that make spaces comfortable and cozy for everyday living. Our everyday routine revolves around those favourite spaces in our home which complete our day – tea on the swing, newspaper on a lounge chair or the bookshelf that stacks our everyday reads. In this film, we have tried to capture how small but thoughtful changes can make a house a home and bring people together,” said Urban Ladder VP – marketing Nikhil Ramaprakash.
Boring Brands co-founder and CEO Anshul Sushil said, “The festive season always sees an influx of TV commercials and content aiming to attract shoppers. The idea with this was to poignantly bring out the notion that family ties go beyond festivals. It is a celebration of human relationships and behaviour that audiences will instantly warm to. Urban Ladder as a brand resonates the sentiment that a home is built not by furniture and décor but by the family that lives in it and that is the driving message of this film.”
The film has been directed by Vinay Jaiswal of Kreative Wings Studio.
Mishra, who features in this film said, “The beauty of this film lies in its simplicity. It celebrates relationships set in the backdrop of Diwali festival and brings out the coming together of a family. For someone who has been in the industry for so long, it is heartening to see young brands create unique content and I feel lucky to have been a part of this effort by Urban Ladder.”
Link to the film – Urban Ladder | The Homecoming | A Short Film
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
