Interio by Godrej showcases personalised comfort with new UPMODS sofa campaign

MUMBAI: Sofa shopping can quickly turn into a family affair, especially when everyone has a different idea of comfort. Interio by Godrej brings that familiar tussle to life in its latest campaign for UPMODS sofas, using a playful family drama to showcase the range’s personalisation options.

Titled ‘Upmods. Your Sofa, Your Way!’, the campaign follows a family visiting an Interio store to buy a new sofa. What begins as a simple shopping trip soon turns into a comic contest, with each family member trying to get their preferred sofa feature approved by presenting it as a benefit for someone else.

The teenage son pitches a sofa with an extended chaise as being better for his father’s knees. The father counters with a sofa featuring a charging port, positioning it as useful for his wife’s work-from-home routine. The wife then argues for a sofa with storage, citing her mother-in-law’s ukulele, while the grandmother makes a case for a blue sofa by claiming it is the family dog’s favourite colour.

As the family continues to negotiate, the salesperson asks the obvious question: why convince each other when the sofa can be personalised to accommodate everyone’s preferences?

The UPMODS range is designed around the idea that different members of a household can have different definitions of comfort and utility. Consumers can personalise elements including legs and armrests, while choosing from 25 colours, including single- and dual-tone combinations.

The range also offers a choice of leather and fabric, with more than 1,750 possible configurations. The campaign positions this flexibility as a way for families to create a sofa around their individual needs without having to settle for a single preference.

Interio by Godrej head of integrated marketing & communications Reshu Saraf said, “Every family has its own way of living and own idea of the perfect sofa. At Interio, we believe that furniture should be designed around these individual needs and preferences. With our UPMODS range, consumers have the flexibility to create a sofa that truly feels like their own.

“Through this campaign, we wanted to capture this relatable family truth in a light-hearted manner, while showing how personalisation means no one in the family has to compromise.”

Produced by Thunder Films and directed by Sandeep Yadav, the campaign has been conceptualised by creative agency TBWA\Lintas.

The film will be amplified across YouTube, social media and other digital platforms, extending the campaign’s focus on personalisation to consumers across digital touchpoints.

With UPMODS, Interio by Godrej is using the campaign to underline its broader design proposition of combining functionality, aesthetics and personalisation for contemporary Indian homes.

Interio by Godrej is the furniture and design brand of the Godrej Enterprises Group, offering products and solutions for homes, offices and institutional spaces.

Its portfolio covers residential interiors, including furniture, soft furnishings and services, alongside commercial and institutional environments such as offices, schools, hospitals and laboratories, as well as turnkey AV solutions.

The brand has more than 1,000 retail stores across India and serves customers through online and offline channels. It operates five manufacturing facilities in Mumbai, Khalapur, Haridwar, Shirwal and Bhagwanpur.

Interio by Godrej has received more than 75 design awards and holds over 900 registered designs, with its proposition centred on innovative and sustainable design.