NE FEATURES BUREAU
MUMBAI, SEPT 16
What happens when everyone in a family wants a different sofa? A full-blown family drama—unless the sofa itself is willing to change. Interio by Godrej turns this familiar household dilemma into a playful battle of persuasion in its latest campaign, before delivering a simple proposition: when comfort is personal, why should the sofa be one-size-fits-all?
Interio by Godrej, a furniture brand under the Godrej Enterprises Group, has unveiled its latest campaign for the sofa category, showcasing the UPMODS range and its emphasis on personalisation.
- Interio by Godrej turns the familiar family sofa debate into a playful lesson in personalised comfort with its new UPMODS campaign
- From a chaise for dad’s knees to a charging port for work-from-home, every family member makes a self-serving pitch
- Storage for grandma’s ukulele, a favourite colour for the family dog—the campaign turns everyday preferences into family drama
- UPMODS lets consumers customise legs, armrests, colours and upholstery, offering 1,750+ possible configurations
- Interio says personalisation can bring diverse needs together without asking families to compromise on comfort or design
Titled “UPMODS. Your Sofa, Your Way!”, the campaign uses humour and a melodramatic family setting to capture a familiar truth about Indian homes—different members can have very different ideas of what makes a sofa perfect.
When the family sofa becomes a family negotiation
The film opens with a family visiting an Interio store to select a new sofa. What follows resembles a classic family drama, with each member apparently arguing for someone else’s comfort while quietly trying to secure their own preference.
The teenage son proposes a sofa with an extended chaise, suggesting that it would be particularly useful for his father’s knees.
The father counters with a sofa featuring a charging port, positioning it as the perfect solution for his wife’s work-from-home routine.
The wife then makes her pitch for a sofa with storage, ostensibly because her mother-in-law needs a place for her ukulele.
Not to be outdone, the grandmother enters the contest with a preference for a blue sofa, explaining that it is the family dog’s favourite colour.
The increasingly entertaining negotiation finally prompts the salesperson to ask the obvious question: why should anyone have to convince the others when the sofa can be personalised to accommodate everyone’s requirements?
That is where UPMODS enters the story.
Comfort gets personal
Speaking about the campaign, Reshu Saraf, Head of Integrated Marketing & Communications, Interio by Godrej, said: “Every family has its own way of living and own idea of the perfect sofa. At Interio, we believe that furniture should be designed around these individual needs and preferences.”
“With our UPMODS range, consumers have the flexibility to create a sofa that truly feels like their own,” Saraf said.
“Through this campaign, we wanted to capture this relatable family truth in a light-hearted manner, while showing how personalisation means no one in the family has to compromise,” she added.
1,750+ ways to settle the sofa debate
The proposition behind UPMODS is built around the idea that comfort means different things to different people.
For one family member, it could mean extra legroom. For another, a convenient place to charge a phone. Someone else may prioritise storage, while another person’s defining requirement could simply be the right colour.
UPMODS allows consumers to personalise their sofa across legs and armrests, while offering 25 colour options, including single- and dual-tone combinations.
Consumers can also choose between leather and fabric, with the range offering more than 1,750 possible configurations.
The result is a sofa that can be configured around the household rather than requiring the household to adapt to a predetermined design.
From family comedy to design philosophy
Produced by Thunder Films and directed by Sandeep Yadav, the campaign has been conceptualised by creative agency TBWA\Lintas.
The film will be amplified across YouTube, social media and other digital platforms, taking the family sofa debate into the digital space.
At its heart, the campaign transforms an everyday furniture purchase into a larger observation about modern Indian homes: personalisation is increasingly becoming the bridge between individual preferences and shared living spaces.
For Interio by Godrej, UPMODS is positioned as a way of bringing together functionality, aesthetics and individual choice—with the sofa no longer merely occupying the centre of the living room, but adapting to the people who occupy it.
