The Tangent Furniture campaign cleverly depicts how consumers can be easily lured in by a company under false pretenses only to fall victim to a trap of hidden costs. Pretty furniture often comes with a high price tag, but this company shows that instead of playing with their clients' minds, they focus on good business conduct and fair practices.
Conceived and executed by Makani Creatives, an ad agency based in Mumbai, India, the Tangent Furniture campaign centers around typical traps such as bear and mouse traps. Art directed by Rucha Chonkar and Prasad Rao with creative direction by Ashish Makani and Sameer Makani, the Tangent Furniture campaign relies on simplicity and a strong image to draw in viewers and send a strong message. It reads, "No trap of hidden cost."
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