MUMBAI: Home is where the comfort is. Spaces, the premium bed and bath linen brand from Welspun Living, has launched its latest campaign Your Space, Your Comfort, celebrating the simple joys of returning to one’s own sanctuary.
Created by atom network, the multi-platform campaign highlights the intimate, everyday moments that make home truly personal. From sinking into familiar sheets after a long day to unwinding in a cosy bathrobe, Spaces captures the rituals that turn spaces into havens of comfort.
Welspun Living MD & CEO Dipali Goenka said, “Spaces stands for comfort that is both personal and thoughtful. With this campaign, we reaffirm our commitment to purposeful design where innovation, aesthetics, and human connection transform every home into a sanctuary.”
Business head Ruchika Arora added, “The best feeling is coming home to Your Space, Your Comfort. Our campaign celebrates exactly that, those moments that are personal, messy, minimal, and always yours.”
The campaign film is now live across digital, cinema, print, and out-of-home platforms, inviting audiences to reconnect with the unparalleled joy of home.
MUMBAI: SPACES, Welspun India Limited’s marquee textile brand, has launched a unique campaign to introduce its limited-edition festive range – Rangana Collection. Having received great response from the consumers last year, the brand has introduced the collection again, with a variation. Known for its thoughtful designs, the collection draws inspiration from the vibrant art forms from across India thereby celebrating the diverse cultures of each region.
From Onam and Pujo to Dussehra and Diwali, post September, India witnesses a plethora of festivals whereby people not only purchase home décor to adorn their homes but also to gift others. Taking cognizance of this, SPACES launched its Rangana collection that reflects and celebrates the traditional Indian art forms. It embodies six art forms – Ajrakh, Madhubani, Gulrana, Vallam, Debjani & Patachitra – that weaves in the authentic folk heritage and brings alive the culture, rituals, beliefs and the essence of festivity. The designs in this collection are crafted in a way that is apt for modern way of celebrating festivals, while drawing the millennial consumer to such ancient art forms.
Being a brand that believes in being thoughtful, SPACES is contributing a certain percentage of proceeds from the sales of Rangana collection to the artisans’ community. The funds will be used to support and encourage the development of these communities.
The campaign kick starts with two digital films conceptualized by Ogilvy that depict how the Indian art forms are translated into awe-inspiring bedsheets. The first film, which narrates the exquisite tales from the land of Kashmir, portrays a woman sitting on the bed trying earrings from a beautiful Gulrana jewellery box. With the sound of the doorbell, she leaves the room leaving the box behind on the white bedsheet. The scene then shows how the intricate Gulrana design on the box shimmers and starts growing beyond the box, spreading all across the bedsheet. The second film is based on Bihar’s art form – Madhubani. The film begins with a beautiful Madhubani scene painted across a mud wall in a village, which comes alive depicting men, women being chased by a lion. At the growl of the lion, the leaves in the painting fly onto the white bedsheet that is drying adjacent to the wall.
Commenting on the campaign, Ms. Manjari Upadhye, CEO, Domestic Business, Welspun India said, “SPACES is synonymous to thoughtful living with its unique designs and innovative products. It is a brand that weaves contemporary and traditional designs on bed, bath, coordinates. In line with this ethos, the new Rangana Collection celebrates the Indian traditional art forms with a modern touch. Through our campaign, we aim to revive our ancient art forms and rich heritage. Taking forward the idea of thoughtfulness, we are also giving back to the society by contributing to the growth of the artisans’ community.”
Speaking on the campaign, Srreram Athray, Group Creative Director, Ogilvy said, "As Rangana's designs are all inspired by traditional Indian art, we came up with a simple idea to make that connection. And we threw in a bit of entertainment too”.
The campaign will be promoted across various digital platforms, OOH, retail branding and in-cinema video ad promotions.
MUMBAI: This World Sleep Day, Thrive Global India is partnering with SPACES, a premium home linen brand from the house of Indian textiles major Welspun, to issue a national call on the importance of staying well. This partnership aims to align Thrive Global India’s vision of adequate rest, sleep and wellness with SPACES’ product experiences to empower consumers to #StayWell. The collaboration will incorporate Thrive’s science-based solutions and signature micro steps to focus on thoughtful living for the SPACES family and help it stay true to its mission of inspiring well-being among its consumers.
For nearly three decades, Welspun has been committed to providing the best-in-class multi-sensorial experience through its wide range of superior and high-quality bath and bed linen. SPACES offer thoughtfully designed home linen products to address everyday struggles of usage, maintenance and appearance. With this partnership, Thrive Global India will help SPACES strengthen its efforts to bring mindful, comfortable living to its consumers.
Thrive Global India and SPACES recognise that bath and bedtime are important daily rituals. The Thrive-SPACES partnership will utilise Thrive Global India’s innovative, globally recognised approach to encourage consumers to prioritise their own mental and physical well-being and #StayWell.
As part of the collaboration, Thrive Global India’s media platform will host a dedicated section that will provide curated content across a range of digital assets to take SPACES’ message to a larger audience. This will include a Thrive-SPACES Video Series that will feature new role-models of success who focus on me-time and staying well. Thrive’ s community section will also feature personal stories from users and expert commentary that will accelerate the culture shift around the importance of prioritising well-being.
Speaking of the association between Thrive Global India and Welspun, Thrive Global founder and CEO Arianna Huffington said, “Thrive and Welspun are united in our mission to reinforce the value of mental and physical well-being. With #StayWell, we hope to empower people to take the time for themselves each day, as the science is clear that the key to performing your best is to prioritize our own well-being, which includes making the time to unplug and recharge."
Welspun India CEO and joint managing director Dipali Goenka said, “SPACES is all about thoughtful living, hence, we’re delighted to partner with Thrive Global India to integrate our world class products with a thoughtfully designed experience that empowers our consumers to lead a stress-free and healthier lifestyle. We are keen on offering the best to our consumers – quality, technology, and solutions that make their everyday lives better.”
