Company: Frido
Industry: Cushion and Pillow Manufacturing
Buyer Persona: Health-conscious consumers.

Introduction
Frido, a brand specializing in ergonomic cushions and pillows, partnered with Smoking Chimney Studios to create the "Seedha Baitho, Seat Straight" TVC. Drawing from the universal experience of parents reminding their children to sit up straight, the campaign humorously communicated the importance of posture and how Frido’s products make proper sitting effortless. This relatable concept boosted brand recognition and sales for Frido.

The Story of Frido
Frido designs cushions and pillows focused on ergonomic support, aiming to improve posture and reduce discomfort from long periods of sitting. As a leader in the comfort industry, Frido wanted to engage more customers by leveraging a familiar message with a modern solution.

The Challenge
Frido’s challenge was to present their products in a relatable, memorable way while differentiating them in a competitive market. They wanted to tap into everyday experiences, such as the constant parental reminders to sit straight, to make an emotional connection with consumers.

How Smoking Chimney Studios Responded
Smoking Chimney Studios crafted the "Seedha Baitho, Seat Straight" TVC, capturing humorous and nostalgic childhood moments where parents insisted on proper posture. The ad cleverly transitioned to Frido’s cushions and pillows as the solution for effortless, comfortable sitting. The creative direction emphasized relatable storytelling with a modern twist.

The Results
Within the first month of release, the TV commercial increased social media interaction as well as sales. It appealed to both parents and young workers, strengthening Frido's position as a leader in ergonomic comfort solutions.

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