New Delhi : Merino Laminates, a decorative laminates and surface solutions brand, has launched a new pan-India brand campaign for Studio Merino, addressing a familiar consumer challenge in interior design: visualising how a laminate will look across a full wardrobe, kitchen or other interior surface based on a small sample.
The campaign strategy is based on a single consumer insight – even though laminate samples provide an easy way to choose colours, textures, and finishes for consumers, visualizing how the design looks on the entire surface may prove difficult. Therefore, viewing the full sheet design of laminate at Studio Merino is presented by the campaign as a solution to this problem and the opportunity to make better decisions for your home.
Using humour as the main tool of communication and creating relatable scenarios, the campaign compares choosing a design of laminate to common purchasing situations, such as selecting a saree or a necklace. Surely, one would not make a decision about the choice of such items after seeing only a part of the item. Similarly, the films suggest that one should not settle down after seeing only samples of laminate but view the shortlisted designs in full size instead.
Thus, with the help of this creative approach, Merino highlights one of the important stages of the consumer journey in the interiors category that often gets overlooked – the gap between liking a design sample and having confidence about the finished space.
Commenting on the campaign, Parveen Gupta, Chief Marketing Officer, Merino Industries, said, “Choosing a laminate is also about imagining how it will shape a room. Consumers can shortlist a design they like and still be unsure how it will look across a wardrobe or kitchen. This is the gap Studio Merino addresses through full-size viewing. Our campaign draws on this insight to encourage consumers to make the in-store experience part of their decision, so they can choose with greater confidence. And with 250+ Studio Merino across India, it is just a step away.”
Tanul Bhartiya, Founder, WillBe Done, added, “We kept one thought at the centre: a small glimpse never gives you the full picture. Nobody would buy a saree or a necklace off a small piece, yet that is how most of us choose the surfaces of a home. That idea had to work on digital, where nobody gives you time to build a case, so we shaped it for the scroll from the first line, instead of adapting it later. Merino is not asking people to buy better laminates, it is asking them to buy differently, and Studio Merino is where that begins.”
The campaign is now live across leading OTT platforms, social media, and other digital platforms. It invites consumers to visit one of the 250+ Studio Merino outlets across India, explore the shortlisted laminate designs at full size and make their final selection with greater confidence.
Campaign Credits
Brand: Merino Laminates
Brand Team: Parveen Gupta, Gurtej Singh Chopra
Creative Agency: WillBe Done
Production House: Poonam Wahi Films
Director: Vijay Veermal
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