Imagine designing elegant furniture throughout your living spaces, only to find it struggling to function after a few years of use: drawers sticking, doors squeaking, and wall cabinets shutting with a creaky noise. Whether the furniture withstands the test of everyday use or falters after some years, all comes down to one crucial thing: the furniture fittings, an often overlooked element that works behind the scenes to make or break the furniture. Blum India has launched a new ad campaign that humorously highlights real-life furniture struggles and how their quality fittings can end these long-standing problems. The advertisement brilliantly highlights furniture fittings problems with a touch of chuckle-worthy humour, ensuring it connects with the audience. As the ads play out, viewers will relate to the real-world furniture problems hilariously depicted and realise how Blum’s quality fittings make all the difference in elevating everyday living.
Catch Blum India’s witty furniture fittings ad campaign on YouTube and Instagram
The campaign features three ads focusing on Blum’s core products: hinges, lift-up systems, and drawer systems. Blum’s LEGRABOX effectively tackles the sticking problem of drawers by offering a gliding motion as light as a feather for years. This ensures effortless daily use and lasting satisfaction. Their CLIP top BLUMOTION hinges are perfect for designing furniture doors that open and close with top-quality motion without squeaking, even after years of use. In addition to providing a noiseless and quiet ambience, it adds a refined touch to everyday life. For wall cabinets that hold doors at any desired position without needing manual support, Blum’s AVENTOS is a reliable choice. This space-saving lift-up system combines convenience with innovative design.
LEGRABOX box systems – Watch video!
AVENTOS lift up systems – Watch video!
Hinges by Blum – Watch video!
Nadeem Patni, Managing Director, Blum India, explains-
While the business primarily targets B2B customers, end consumers are at the heart of everything they do at Blum. Blum was looking for a fresh approach that would appeal to more people, especially those who use furniture daily. While communicating about the convenience of using our fittings remained the central message, they were determined to put it across with a touch of humour.
Bauddhayan Mukherji, National award-winning filmmaker, expressed his excitement about the furniture fittings ad campaign-
When Nadeem and Neelam from Blum India suggested the humour route, he was pleasantly surprised. It meant they needed a cracker of a campaign. This set of films for Blum is one of those rare ones where everything just falls in place. He hopes the audience loves the furniture fittings advertisement as much as they did while making it.
About Blum
Blum is the world’s leading furniture fittings brand from Austria, trusted globally for quality, functionality, and the freedom their solutions bring in designing furniture as per design and space requirements. They developed their products through extensive research. As a result, Blum offers some of the most rigorously tested furniture fittings in the industry. Blum offers solutions for doors, drawers, wall units, and many other furniture items. The BLUMOTION technology makes this even more convenient. Blum solutions elevate the furniture experience for everyday users. They also enhance the quality of living by providing specialised services and assembling tools. Therefore, the next time you plan furniture, choose Blum’s quality fittings. This helps you avoid sticking drawers, squeaking doors, or malfunctioning wall cabinets even after years of use.
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