Home décor brand Excel Home Décor has launched its first brand film, “nazar na lagey”, a phrase originating in India that is often used when talking about doing or buying something that matters. This approach reflects Excel's commitment to making home décor beautiful, yet accessible, as summarised in their tagline “beauty made easy”. The decision to omit dialogue was born out of the need to effectively showcase Excel's diverse product line, which includes wallpapers, fabrics and flooring.
A minimalist and subtle approach was chosen to humanize the brand and keep the audience engaged until the end. The core communication, “Beauty Made Easy”, resonates strongly and highlights Excel’s commitment to simplify the process of selecting, acquiring and setting up home décor by incorporating aesthetics from around the world.
Nilagrib Mondal, Marketing Head, Excel Home Decor, said, “We have been working on defining our brand story. The idea was to convey that having a beautifully decorated interior doesn't have to be a tedious process. Hence, 'Beauty Made Easy' seemed like the perfect story that could capture Excel's mission and vision.”
Arnab Samanta, director of content and strategy at Digitale, said: “We wanted to touch the points that make the customer's buying decision easier, draw attention to the product offline and create awareness about the product and its accessibility online.”
