Merino Asks Why Anybody Picks A Whole Wardrobe From A Scrap
Merino Laminates has launched a pan-India campaign for Studio Merino, built on a decision almost everybody who has renovated a room has made badly.
- Brand: Merino Laminates, part of Merino Industries
- Campaign: for Studio Merino, the brand's full-size viewing format
- Creative agency: WillBe Done
- Production house: Poonam Wahi Films. Director: Vijay Veermal
- Media: OTT platforms, social media and other digital platforms
The Problem Studio Merino Is Named After
A laminate sample is a few inches of a surface that will eventually run the length of a wardrobe or wrap a whole kitchen. Samples are excellent at colour, texture and finish, and close to useless at scale, pattern repeat and how a grain reads across two metres of door.
So the choice gets made on a fragment, and the doubt only arrives once the carpenter has finished. The campaign names that gap and points at a fix that already exists in the brand's own stores.
Why The Films Compare Laminates To A Saree
The comparison does the arguing. Nobody selects a saree or a necklace from a torn-off corner of it, and the moment that is said out loud, choosing a surface the same way looks absurd.
Parveen Gupta, Chief Marketing Officer at Merino Industries, framed the pitch as confidence rather than product: consumers can shortlist a design they like and still be unsure how it will look across a wardrobe or kitchen, and Merino states there are more than 250 Studio Merino outlets across India where that shortlist can be seen at full size.
Written For The Scroll, Not Adapted To It
Tanul Bhartiya, Founder of WillBe Done, made a point about construction rather than concept, saying the idea had to work on digital where nobody gives you time to build a case, so it was shaped for the scroll from the first line instead of being adapted later.
That is the harder discipline in a category that has historically bought thirty seconds and spent twenty of them on a factory. The line Bhartiya ends on is the honest summary of the brief: Merino is not asking people to buy better laminates, it is asking them to choose differently.
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