Reaching 4.8 million users, the campaign is placing the art forms on a map of India; creating a seamless digital experience for users and boosting user engagement
mCanvas, the experiential storytelling ad platform for small screens, and Madison have recently created an industry disruptive mobile campaign for Spaces, a premium bed and bath products brand. The interactive ad is promoting the brand’s exclusive festive bed linen collection - Rangana with high-quality visuals and interactive elements.
With the festive season underway, Spaces wanted to highlight its exclusive product range that is inspired by six elegant Indian art forms - Meenakari, Gulrana, Ekshila, Kashida, Nirrona and Malakar, from six distinct regions in the country. Establishing a strong association between its festive campaign and India’s cultural roots, the rich-media mobile ad is displaying the collections on a map of India based on their area of origin.
The expandable seamlessly opens to the copy ‘This festive season, pay a tribute to the beautiful art forms of India with our magnificent bed linen collection.’. Instructing users to tap on the ‘Start’ button to begin, the ad ushers users into the festive celebrations by revealing a map of India along with the six art forms placed over the cities/states they come from.
Choosing an art form, the creative displays a carousel of the bed linen collection by Rangana. In the carousel, users can explore the various culturally inspired designs of the bedlinen range. The mobile-led campaign went one step further in adding value for users, by featuring a short description of the art form is placed at the bottom of the screen. A CTA ‘Shop Now’ directs users to the Spaces’ website, where they can explore multiple designs in the festive bedlinen collection and make a purchase. The ‘Back’ button reverts them to the screen with the map, where they can explore the other art forms. Tapping on any of them displays the collection on the next screen in the same way as the first one.
Reaching over 4.8 million users, the campaign is witnessing an impressive click-through rate of 1.9%, which is more than 9 times the 0.20% industry average for mobile banners. Users are spending over 9 seconds on average, engaging with the ad.
Nemisha Ghia, CEO, Welspun commented, “With the on-going festive season, it was apt for us to promote our art form-inspired bed linen collection in a way that would also tie in region that it belongs to. Many thanks to Madison and mCanvas for creating two impeccable mobile ads that communicated our messaging effectively.”
“Mobile has rendered itself as ideal advertising platform that allows brands to express themselves well. For Spaces’ campaign, we creatively enhanced the brand’s narrative with an impeccable blend of creativity and storytelling. We are glad that the ad resonated well with users,” added Vishal Chinchankar, Chief Digital Officer, Madison.
Akshay Mohini Nandoskar, Regional Sales Head – West, mCanvas concluded, “Every campaign that comes in is perceived as a challenge to raise the bar of advertising creativity on mobile. For this campaign, our team pulled all the stops to create a meaningful and impactful digital experience. Further, the campaign garnered competitive results.”
SPACES ®, a bed, bath and coordinates brand from the house of Welspun, believes in understanding the needs &desires of the consumers in the category. The brand offers thoughtful features that make life better & easier and create a comfortable living experience for its consumers. Targeted at the new age, the technological innovations offered by the brand are setting the trends for the future. A perfect blend of great designs, premium quality linen, and advanced technology, the products are leading the way to thoughtful and comfortable living!
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features into the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools, and providing a marketplace (of 100+ publishers like The Times of India, The Indian Express, Entrepreneur India, CarDekho, ScoopWhoop) to run these experiences at scale. To see our award-winning work and learn more visit: www.mCanvas.com