Urban Company Salon for Men was on a leap over 2018-19, growing 60% month by month in the period. However, it took off dramatically once the COVID lockdowns eased, growing five-fold last year, driven by consumers spending more time at home and having heightened safety concerns.
Building upon that momentum, Urban Company, India’s and the UAE’s largest tech-enabled home services marketplace, has launched a new campaign that goes back to the roots of the business – dialling up the convenience of services at home and the ease of scheduling an appointment at one’s preferred time. Conceptualised and executed by Taproot Dentsu India, the creative agency from the house of dentsu international, the campaign comprises two master films.
The films dramatically bring alive the irritants one goes through during an out-of-home salon experience. Consequently, as a counterpoint, the films highlight Urban Company’s convenient, on-time, mess-free, at-home salon service solution.
Also, as an icing on the cake, the films demonstrate how consumers could use the time saved to do whatever they want by summarising with the sign off phrase in the film, which says, Apne time ka karo sahi use, Urban Company karo choose.
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, said, “Some people waste time in the pursuit of grooming. Others have no time for grooming. For people in both these situations, it’s time for Urban Company.
“Our campaign uses subtle humour and juxtaposes life without UC against life with UC, thereby showing people what they stand to gain with the click of a few buttons,” Chakravarti said.
Rahul Deorah, Vice President – Marketing, Urban Company, said, “Urban Company Men’s Salon services have seen exponential growth over the last 2 years owing to the unparalleled convenience and quality they provide and we look forward to continuing the same in 2021.”
Credits:
- Brand: Urban Company
- VP Marketing: Rahul Deorah
- AVP Growth: Suhail Khan
- Brand Manager: Shubham Varshney
- Agency: Taproot Dentsu, Mumbai
- Chief Executive Officer: Umesh Shrikhande
- EVP & Head of Office: Ayesha Ghosh
- Executive Creative Director: Pallavi Chakravarti
- Creative Group Head (Copy): Anant Rajan
- Head of Strategic Planning: Shashank Lanjekar
- Senior Planning Director: Roshni Shroff
- Associate Vice President: Abheek Chatterji
- Group Account Manager: Aarya Sha
- Account Director: Hemant Joshi
- Director: Rahul Bharti
- Production House: Complete Films
- Producers: Bijoy Dowerah, Aditee Baghla