Interior Design Unicorn Livspace Capitalises On Indian Celebrity Power Couple Endorsement

Singapore headquartered interior design startup Livspace is milking its A-lister celebrity endorsements with cricket star Virat Kohli and his Bollywood star wife Anushka Sharma through its latest campaign.

The interior design unicorn—which raised US$180m Series F funding last year—has been heavily promoting its latest campaign Livspace Your Space Season 2 featuring the aforementioned power couple during the ICC World Cup 2023 tournament.  

The content, which was developed by creative agency Tilt Brand Solutions and directed by Corcoise Films, features Virat and Anushka as an upper-middle-class couple who are dealing with unexpected interior concerns in their house. It starts out as a horror story, but quickly transpires into a funny narrative about their otherworld interactions while troubleshooting their interior design difficulties. 

The campaign consists of four videos, two 10-second snippets and two 30-second pieces. Each of the four videos will be released in two-week periods. The promotion will run for eight weeks and is distributed across television, digital and social media platforms.

Kartikeya Bhandari, CMO, Livspace, said,“This year we are bringing back ‘Livspace your space’ for a second innings with our brand ambassadors Virat & Anushka. We added an element of horror coupled with humour to our films this time around, while also reiterating our commitment to redefining living spaces with the best in class materials and designs.”

“The campaign films are poised to strike a chord with a wide-ranging audience, further cementing our standing as the No 1 Home Interiors Brand in the country. We are extremely excited to time these around the Cricket World Cup fervour that grips our nation and will employ a media mix of digital, social and CTV to engage with our audiences.”

According to ASN data, cricket continues to monopolise (84.3%, slightly over US$1.5 b) India’s sport sponsorship market since Q121 while non-sport celebrity (76.4%, US$188.7m) brand endorsement deals dominated India’s non-sport related market. Livspace has cleverly intertwined both cricket and cinema with its association with India’s biggest celebrity power couple.