Own experiences. Not things.

If Parents Behaved Like Us.

The Furlenco and Filter copy co-branded video. One of the most awesomely fun experiences we’ve had in the last few months. This post is to, well, dial back, of sorts, on how how it all started.

So why does Furlenco exist? To rent furniture. So that young urban india enjoy all the experiences that make up a home, without having to invest in this expensive asset called furniture.

So that they have money to invest in experiences outside the home. Like a backpacking trip. Like that perfect evening out. And the list goes on.

Hence - was born the idea of ‘own experiences’.

Let’s look at the alternative. Owning things? Sure, you can own all the things in the world, but it may not give you the joy of experiencing everything, because let's face it, how many things can you own?

But when you own experiences, the game suddenly twists. The things that you need for that experience becomes secondary, and the experience itself becomes paramount.

Visiting the Northern lights: infinitely more important than the place you'll stay in, or the flight you'll take getting there

Eating authentic cuisine: more important than the restaurant that you sit in

Enjoying game nights on that recliner: more important than how you got that recliner.

These are pretty much the conversations that Pocket aces (Ashwin and Aditi) and us kept having over a few months. How do we bring this change in mindset alive?

Post some really intense (short of throwing things at each other!) and fun conversations, they came back with killer idea of parents who behaved like millennials. And we loved it. Why?

What better benchmark of changing habit than parents aping us?

Parents nag us. They advise us. But … they secretly admire us! Our carefree attitude, our one-click world, our zest to live life.

And that’s what the video was about.

The perfect marriage of the millennial generation with infinite parental wisdom to create a series of instances that were quirky and urban yet based on years of parental wisdom.

Like Sheeba Chadda quipping (while she’s playing Candy Crush), ‘Own experiences beta. Not things’

Or Rajat Kapoor on a high, telling his son ‘YOLO, son’

And Furlenco couldn’t agree more. You only live once. So own experiences, not things. Definitely not things like furniture that tie you down!

At 10 million views (and counting) - our viewers seem to agree as well.

Watch the video here, if you haven’t seen it already!

A big big thanks to the folks at Filter Copy. This was an amazing example of a piece of content that hit the nail on the head and worked brilliantly well for Furlenco. Here’s to many more!

PS. Fun fact - the video was released on the day I was at a CMO bootcamp - what timing! The video was played at the session and the folks at Google and the other CMOs loved it. Wow. The stars really aligned on this one, right?