Blum’s the word as furniture fails get a funny fix on screen

MUMBAI: When furniture starts groaning louder than your Monday blues, it’s time to check what’s ticking or rather, sticking behind those sleek surfaces. Blum India’s latest ad campaign takes a delightfully droll route to spotlight the unsung heroes of furniture design: the fittings. Yes, those tiny hinges and drawer runners you never think about until they squeak, jam or downright revolt.

With a trio of chuckle-worthy films, the Austrian fittings giant turns everyday domestic drama into relatable comedy. There’s the drawer that refuses to glide, the door that slams like a moody teenager, and the overhead cabinet that needs two hands, a prayer, and a balancing act to open. Each ad ends with a simple fix: Blum’s quietly brilliant engineering.

From the feather-light glide of the Legrabox drawer system to the whisper-soft closure of Clip top Blumotion hinges, and the gravity-defying ease of the Aventos lift-up mechanism Blum’s fittings promise to make your furniture behave, beautifully and silently, for years.

Explaining the need for the ad campaign, Blum India managing director Nadeem Patni said, “While our business primarily targets B2B customers, end consumers are at the heart of everything we do at Blum. We wanted a new campaign that could appeal to a broader audience, particularly everyday furniture users. While communicating about the convenience of using our fittings remained the central message, we were determined to put it across with a touch of humor.”

National award-winning filmmaker Bauddhayan Mukherji, aka Buddy, expressed his excitement about the campaign, saying, “When Nadeem and Neelam from Blum India suggested the humor route, I was pleasantly surprised. It meant we needed a cracker of a campaign. This set of films for Blum are those rare ones where everything just falls in place. Hope the viewers love the films as much as we did while making them.”

The humour-packed spots come courtesy of National Award-winning filmmaker Bauddhayan Mukherji, aka Buddy, who called the collaboration one of those rare campaigns where “everything just falls into place” unlike most poorly-fitted cabinet doors.

Catch the campaign on Blum India’s Youtube and Instagram, and the next time your drawer throws a tantrum, you’ll know exactly what not to blame: the carpenter.