Nilkamal Furniture taps into UGC to celebrate all Pi’cat’sos and Vincent Van Woofs

Delhi: The brand — Nilkamal Furniture on the occasion of National Pet Day unveiled #TheGalleryOfUnconditionalComfort.

Stemming from the observation of pet parents, the campaign aims to celebrate every cat and dog’s scratchy and toothy relationship with indoor furniture. Created as a UGC activation, Nilkamal urges audiences 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 and bow wows. 

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. 

Commenting on the campaign, Raman R.S. Minhas, Chief Creative Officer, IdeateLabs, 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!”