Mumbai,
May 6, 2025 : Lifelong Online, one of India’s
fastest-growing D2C brands and a leading e-commerce player for consumer goods,
has announced the expansion of its Home Improvement range. To mark the
occasion, the brand has rolled out a heartwarmingly humorous digital campaign
titled “Nok
Jhok”, headlined by the iconic
real-life couple Archana Puran Singh and Parmeet Sethi.
The
campaign's endearing teaser film captures the timeless quirks of Indian
households — where decisions about buying a cloth drying stand or a bathroom
organiser are not driven by logic alone, but by chai-time debates, passive-aggressive
silences, and those unmistakable moments of “Tu
Tu Main Main.” Through their natural chemistry
and playful banter, Archana and Parmeet have turned their everyday “Greh
Kalesh” into laugh-out-loud moments –
the perfect blend of love, drama, and everyday Indian home debates. Bringing to
life the everyday realities of Indian couples makes the campaign not just
entertaining but deeply relatable.
Watch
the teaser here:https://youtu.be/DEyM3kQxZ4Q
“At
Lifelong, we don't just build products—we decode emotions. The idea behind the
Lifelong Home category was born from the lived experiences of Indian families.
We didn’t just consult industry experts—we observed Indian couples, their
homes, and the many ‘nok jhoks’ that happen over home-related decisions,” said Shivalika
Bhasin, Brand Partnerships Manager at Lifelong Online. “With the ‘Nok Jhok’
campaign, we’re celebrating the beautiful chaos of Indian homes and offering
smart, design-forward solutions that make everyday living easier, neater, and a
little more joyful.”
The
new range in Lifelong Home Improvement Category features a thoughtfully
designed range of functional-yet-stylish products that bring utility, comfort,
and aesthetics to every corner of the home. From home safes, 2-in-1 ladders,
and designer plant stands to multi-level cloth drying racks and bathroom
organisers, each product in the collection addresses a real need with an eye on
space-saving, convenience, and design innovation.
Shivalika
further added that “India’s
home improvement sector is booming, driven by a growing middle class, the rise
of DIY culture, and increasing consumer aspiration toward better living
environments. With more Indians investing in well-organised and beautifully
functional homes—especially in urban and semi-urban areas—Lifelong sees a
massive opportunity to serve this demand with quality products at accessible
price points.”
Deval
Nigam, Business Head, Home
Improvement & Personal Care Products, Lifelong Online, added, “This
range is about simplifying everyday chores without compromising aesthetics.
We’ve curated products that deliver both function and form, aligned with the
evolving needs of today’s Indian consumers. We are already 4+ rated on Amazon
for most of the products, and that’s a reflection of the trust and satisfaction
our customers have placed in the brand.”
With
Nok Jhok, Lifelong is not just launching a new category, but a new
conversation—one that reflects the heart of Indian homes: real, imperfect,
loving, and a little dramatic. The campaign will roll out across digital
platforms including Instagram, YouTube, and OTT placements, with short episodic
content aimed at engaging young couples, families, and homemakers alike.
So
whether you’re
team "function" or team "aesthetics", Lifelong invites you
to laugh, relate, and maybe even shop a little—because in every Indian
household, a little nok jhok is inevitable. Why not make it fun?
About
Lifelong Online
Lifelong
Online is one of India’s leading e-commerce brands for consumer goods. Inspired
by consumers, our products are developed keeping the modern Indian consumer’s
lifestyle at the core of the design. As we reimagine everyday living, our
products strongly resonate with our consumers, establishing our strong presence
across multiple categories, starting from Home & Kitchen, Lifestyle,
Fitness, Healthcare, and extending to Smartwatches. At Lifelong Online, we run
the complete e-commerce flywheel, with a technology backbone that secures
customer feedback across multiple touch points, demonstrating effective
marketing and communication campaigns, managing a diverse multi-country factory
base, a pan-India customer service network, and robust capabilities of
e-commerce fulfillment at multiple locations across India. Lifelong Online was
founded by Atul Raheja, Varun Grover, and Bharat Kalia in 2015.
For
company and product range:https://www.lifelongindiaonline.com/