Furniture Fails
Indian homeowners often face quality and design issues in pre-fab or custom furniture, resulting in weak aesthetics, poor finishes, and functional flaws. These issues go unnoticed until lived with -what Merino dubbed “Furniture Hiccups.”
Design-First Laminates
Merino identified that while laminates solve many of these problems, the average user sees them as merely a surface material. The insight was to position them as design solutions -showcasing how they could transform not just looks, but also durability and experience.
Most homes suffer from silent furniture fails — drawers that creak, wardrobes that fade, and finishes that peel. The Hitchki campaign brought this issue to life with personality and purpose. We supported it with a visually-led campaign microsite that mirrored the ATL message and gave users a scroll-based journey through the “hiccup” story. From a witty intro animation and furniture visuals to Merino’s laminate solutions, application examples, and a downloadable design Trendbook — the site lets users experience Merino’s creativity while reinforcing the campaign’s #BeDifferent identity.
