Ad Campaigns
Furlenco’s new campaign shows how #SomeGoodThingsComeEasy
MUMBAI: Furlenco, India’s largest furniture subscription company, has released two digital ad films on their YouTube, Facebook and Instagram pages. The ad films exemplify the brand’s philosophy of going against the tradition of owning things. In the same spirit, the films defies the notion that ‘good things take time’ and convey how with Furlenco, #SomeGoodThingsComeEasy. The campaign has been conceptualized by Furlenco’s in-house creative team.
The first film shows a young bachelor getting ready for a road trip for some me-time. Things take a U-turn when his family turns up at his door to surprise him for Diwali. It goes on to show how he plays it smart and quickly gets a furniture subscription to transform his bachelor pad to make it comfortable for his loved ones. The second film is about a young daughter worried about the money being spent on buying things for the house. She then gets a Furlenco furniture subscription and gives her mother what she wants without spending on yet another ‘thing’. Two more films will be released in November 2019.
Speaking about this, Furlenco Chief Operating Officer Ashwin Venkatraman said, “Urban millennials are practical. They believe in living in the moment and are not interested in owning expensive things. For them, it is important to be smart and live a life that prioritises their comfort. And subscription as a way of life suits that mindset. Our new ad films aptly convey our philosophy of renting over buying and show how it can save time, effort, and money without compromising on quality or aesthetics. ”
Furlenco is an online-only furniture company with a difference, catering to the lifestyle aspirations of contemporary urban Indians in an unmatched way. It is India's largest rental company and offers high-quality and trendy furniture on a monthly subscription basis. With value adds such as 72-hour delivery, free relocation and free cleaning, the brand solves the hassles that typically come with buying and owning furniture. Their offering is targeted at a generation that doesn’t always believe in conventions or the need to ‘settle down’ to live their best life. For millennials, friends are as important as family, me-time is sacrosanct, and money is better spent on experiences rather than things.
From a handful of orders in the first year to having furnished about 90,000 homes, Furlenco has grown from strength to strength. The company aims to achieve a subscription revenue of INR 2000 crore by the year 2023.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
