Tag: Nilkamal

WPP Media bags Nilkamal account, EssenceMediacom takes the driver’s seat

MUMBAI: In a move aimed at dialling up its digital dominance, Nilkamal has handed over its full media mandate to WPP Media, with EssenceMediacom at the helm. The agency will handle everything from media planning and buying to digital strategy and execution — all wrapped in a sharp, data-led, digital-first bow.

The win positions EssenceMediacom as the strategic nerve centre for Nilkamal’s media operations across both digital and offline, signalling the brand’s push toward next-gen consumer engagement. Expect AI-fuelled segmentation, programmatic muscle, and immersive storytelling formats to feature heavily in the game plan.

The newly appointed team will tap WPP Media’s deep bench in precision targeting, martech innovation and audience analytics to turbocharge brand relevance and bottom-line impact. The aim: turn every impression into intent, and every scroll into sale.

EssenceMediacom CEO – South Asia, Navin Khemka said, “We look forward to welcoming Nilkamal to our growing portfolio of future focussed brands. This partnership gives us the opportunity to blend strategy with creativity and data to deliver impact across the funnel. With a focus on innovation and audience intelligence, we aim to build a bold and future-ready narrative for Nilkamal that drives lasting impact and value.”

Nilkamal Ltd managing director Parekh added, “We are glad to partner with WPP Media’s EssenceMediacom in this new chapter of our growth journey. The agency’s proven expertise in crafting innovative, data-led strategies aligns perfectly with our vision for accelerated growth. We look forward to crafting engaging, insight-led campaigns that elevate our brand presence and drive long-term value.”

June 18, 2025
IdeateLabs creates the Gallery of Unconditional Comfort for Nilkamal on National Pet Day

Mumbai: How does India’s favourite furniture brand have a point of view on furniture damage? That too damage in its cutest form? IdeateLabs, one of India’s leading digital solutions providers, have the answer.

The brand — Nilkamal Furniture. The occasion — National Pet Day. The idea – #TheGalleryOfUnconditionalComfort.

Stemming from the observation of pet parents, the campaign celebrates every cat & dog’s scratchy & toothy relationship with indoor furniture. At the heart of the idea is the fact that no matter how much damage our furry little friends do to our furniture, we ultimately accept it with a wry smile and a shake of the head.

But what if, it were showcased as a piece of art!

Created as a UGC activation, the campaign was announced through a series of digital assets such as behind-the-scenes footage of these cute fur babies creating their furniture art. Nilkamal is inviting audience to share photos of their pet(s) and the furniture they have used as a canvas, using Instagram’s trending Add Yours feature. On National Pet Day, all the entries will be converted to a digital film to reveal #TheGalleryOfUnconditionalComfort, filled with endless meows & bow wows.

View this post on Instagram

A post shared by Nilkamal Furniture (@nilkamal_ltd)

View this post on Instagram

A post shared by Nilkamal Furniture (@nilkamal_ltd)

Commenting on the campaign, IdeateLabs chief creative officer Raman R.S. Minhas said, “The moment the team came up with this idea, we knew we had to do it. The beauty of the idea is that it’s so real. Having been a pet parent myself, the initial disappointment of getting your table or sofa scratched soon turns into a smile, and eventually a memory to treasure. That emotion is what we are capturing and celebrating in the #TheGalleryofUnconditionalComfort!”

As they say, you can’t spell furniture without fur. Share away and make your furry friend a part of The Gallery of Unconditional Comfort.

April 8, 2024
Nilkamal introduces India’s first holistic sleep solutions brand, Doctor Dream

NEW DELHI: Furniture brand Nilkamal has introduced the country’s first holistic sleep solutions brand – Doctor Dreams.

Targeted towards millennial digital-savvy audience, the brand offers a variety of products, solutions and digital experiences including innovative mattresses, mattress protectors, pillows, beds and more that can be accessed by consumers at their convenience, at the click of a button. With an innovative design that comes packed in a box, Doctor Dreams mattresses are the embodiment of the brand’s proposition, ‘Happy Sleep Delivered.’

Nilkamal Ltd senior general manager (e-com head & buying) Vinod Khandelwal said the brand is working towards a comprehensive sleep ecosystem where it looks beyond products and leverages technology and services to ensure customers get the most comfortable and happy sleep.

“Sleep is everybody’s happy hour and a body’s intrinsic need. As a team we are on a mission to deliver the happiest sleep. We are. Doctor Dreams Mattress comes with a 100 nights free trial to ensure that every customer is fully satisfied with our offerings. Going forward we intend to expand our basket of offering to cover every aspect of sleep by influencing all five senses,” he added.

The company’s aim is to create a lasting relationship going beyond a transactional one that ends with a product purchase. “We want to be known as a service brand rather than a products brand,” shared Khandelwal.

January 6, 2021
Pepperfry.com collaborates with Evok

MUMBAI: Keeping up with the promise of offering the largest selection of furniture and home products, Pepperfry.com has now announced a tie-up with Hindware Home Retail Private Limited (HHRPL).

Operating under the brand name Evok, HHRPL is a 100 percent subsidiary of HSIL. The collaboration will help Evok leverage Pepperfry’s large online customer base and expand its presence across the country. Evok retails its products through 19 outlets in key cities of India.

Commenting on the association, Evok COO and business head Ajay Seth said, ‘Pepperfry will help us in reaching out to a larger customer base as in the last few years, E-commerce market has evolved in India and due to paucity of time, lot of customers are shopping from comforts of their homes Pepperfry will enable us in connecting with these customers.’

In addition to the existing portfolio of over 11,000 furniture designs, Pepperfry will showcase the entire furniture range from Evok, which has been designed using high-quality materials and finishes to suit every type of style interior style and theme on the website. Through this partnership, it plans to expand its furniture range to offer differentiated furniture designs across the country and strengthen its leadership position.

Talking about their focus on developing a strong merchant base in the online furniture segment, Pepperfry.com COO and founder Ashish Shah said, “Our alliance with Evok, one of the leading brands in the home interiors segment makes perfect sense as the products offered by the brand matches our ethos of providing a large range of high quality modern designs at affordable prices.”

Currently, Pepperfry hosts a range of local and international brands and also offers a wide range of made-to-order solid wood furniture. “We have built a strong foundation in supply chain that has enabled us to distribute large quantities of furniture to hundreds of towns across the country. With this infrastructure we will continue to empanel more and more merchants and brands from across the country to fulfill our value proposition of providing our customers with an extensive choice of furniture designs at the click of a mouse,” he further added.

Pepperfry.com will showcase entire furniture range from Evok including designs for living room, dining room & bedroom. It already offers a large portfolio of around 70+ furniture brands with leading names like Mudra, Nilkamal, Spacewood, @Home, Durian, Furniture Kraft and HomeTown selling on the website.

August 19, 2014