Infra. Market, a prominent construction materials company in India, has launched the Ghar Dhadakne Do campaign through its direct-to-consumer brand IVAS. Rooted in the idea of honoring the deep connection between homemakers and their homes, the campaign celebrates homes as living entities that breathe and evolve alongside their inhabitants. It emphasizes the importance of nurturing homes with the same love and dedication given to family members.

IVAS highlights that homemakers spend a substantial part of their lives at home, finding solace and companionship within its walls. They cherish their homes akin to family members or dear friends, investing emotionally in their upkeep and enhancement. IVAS empowers homemakers by offering a comprehensive range of home renovation products, facilitating the creation of homes that exude comfort, beauty, and functionality. The brand aims to transform homes into vibrant living spaces because, as they believe, ‘when you love your home, it loves you back.’

IVAS has partnered with actresses Shilpa Shetty Kundra and Genelia Deshmukh to amplify this message among homemakers. This collaboration underscores the significance of embracing homes as integral parts of the family.

Aaditya Sharda, co-founder of Infra.Market, emphasized the campaign’s ethos, stating, “For us, a home is not just a physical structure but a reflection of one’s identity. Our campaign celebrates the emotional bond people share with their homes and positions IVAS as a trusted ally in building their dream abode.”

Shilpa Shetty Kundra shared her enthusiasm for the campaign, highlighting, “Creating a home is deeply personal. As someone who takes pride in her home, I understand the importance of well-designed spaces. IVAS offers products that blend style and functionality, enabling homemakers to effortlessly create their ideal home.”

Genelia Deshmukh echoed similar sentiments, expressing, “A home is a reflection of one’s dreams and aspirations. IVAS caters to the needs and aspirations of young homemakers, empowering them with innovative products to personalize their homes and make the process fulfilling. A happy home reflects a happy personality.”

The campaign, crafted by global creative agency BBH within the Publicis Group, underscores the pivotal role that a home plays in a homemaker’s life. It encapsulates the essence of nurturing and cherishing homes, acknowledging their profound significance in our daily lives.