The Challenge

Obsessions is one of India's biggest brand sourcing exquisite carpets, kitchen and bath accessories from around the globe. The company is a 5 million dollar enterprise working in the home décor spectrum to create picturesque spaces with its wide range of carpets, rugs, curtains etc.

Obsessions wanted to connect with consumers on a more local, personalized level and wanted to build a brand identity of their own, since they are successfully selling their products through distributor network like Home Centre, Floors and Furnishings etc and on multiple online platforms but wanted to build brand recall value as well as establish customer loyalty and market monopoly in home decor industry.

The Solution

Integrated marketing strategy was deployed to achieve the objective -

  • We began with revamping the brand’s guideline, style and communication to ensure that brand tonality and image could be established in the consumer's mind.
  • We launched a new campaign slogan, 'Rug Rug Mein Obsession’', to make the brand attractive and relevant to young, and cross-cultural consumers and to portray that they are doing much more than just making your spaces beautiful. The campaign was rolled out across 100 outdoor locations across Pan India with billboards, airports and digital screen ads, all being supported by print, digital, and point of sale activity. 
  • Obsession’s print and video advertisements in significant media highlight their new products, and categories curated from all over the world.
  • All the paid Ads were themed around highlighting the exquisite collection of Carpets, Rugs and having an international collection of products under one roof, We showcased a wide variety of categories of all the products and a remarketing campaign was launched for the same.
  • On social media we did a lot of DIYs and How-to guides to engage the audience and to give them good content rather than just sales posts. The key was to serve valuable, educational content for the target audience so that they could see Obsession as a resource for their personal home decor goals.
  • We leveraged platforms like Pinterest, Instagram as these are very dear friends in the home furnishings market. 
  • We took the time to build relationships with a lot of influencers in a meaningful way to help amplify and broadcast the brand to a wider audience.
The Solution
The Result
  • 20% Increase in footfall
  • 15%increase in the purchase by returning customers
  • Facebook engagement improved by 47%
  • Product sale increased by 10X

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