Merino is the frontrunner in the Indian furniture industry; being the largest manufacturer of plywood, ply boards and laminates. It is also the country’s largest exporter of laminates. Seeing flat growth for its modular home furniture brand, MySpace, the company forayed into the office segment with a new range of modular office furniture. AB&M was signed to launch this new range and revive the old range of MySpace furniture systems. A new positioning was coined, ‘Thoughtful Furniture Solutions’ as the product improved the efficiency of employees in thoughtful little ways. A multi-media campaign together with a completely new nomenclature has been created by the agency.
