What it had to solve
A purely digital campaign for a young, upwardly mobile audience, promoting the furniture rental brand's UNLMTD subscription service — think of it as a buffet, not single-item rental.
How it works
A 90-second spot, deliberately long but built to hold attention, directed by Kaushik Sircar of Kitchen Films. Vampire puns run throughout — 'Now, that just sucks', 'I got the biggest scare' — alongside digs at influencer culture, a glass of red liquid, and supernatural Easter eggs strewn through the film for viewers to discover. It was released on Friday the 13th.
What it did
No results disclosed; the spot carried UNLMTD's 'buffet' pricing pitch inside a genre film made for digital, where the creative head's stated bar was storytelling that grabs attention and still explains the brand offering.
Background
Furlenco, the furniture rental company, needed to promote UNLMTD, its subscription service — as creative head Sambit Mohanty explained, 'a buffet. You get to pick and choose items you like for a fixed price per month... In a furniture rental, you may pick just one item.' McCann Worldgroup took the supernatural route.
The 90-second film follows a ghoul — er, gentleman — who wakes after a long, deep slumber to discover his house desolate and in shambles, and his dire need to furnish it. He is not Dracula but 'Drako Lal', a lifestyle influencer, a little dig at the gig that is 'in' these days: a vampire who is not an anachronism but wants to be in sync with the times. Puns pepper the script ('Now, that just sucks'), red liquid gets sipped, and Easter eggs reward genre fans.
The story, Mohanty said, 'pretty much wrote itself once we cracked the idea of a vampire wanting to furnish his house right away.' The campaign is purely digital, aimed at a young, upwardly mobile audience, and the ad was released on Friday the 13th.
Why it lands
The vampire premise literalizes the product promise: a creature centuries old with no furniture makes 'unlimited' feel like a natural need, not a pricing gimmick.
Influencer satire doubles the target — Drako Lal mocks creator culture while speaking directly to the young, upwardly mobile audience the subscription is sold to.
Easter eggs and genre puns give the 90-second runtime a second layer, rewarding rewatching in a digital-only release.
What you can take
When the news is a pricing model, cast a character whose predicament demands it: an immortal waking to an empty house is the perfect first customer for unlimited furniture.
Since then
The spot was released on Friday the 13th in August 2021 as a purely digital campaign; afaqs' write-up records no performance figures.
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