Red Chillies Entertainment has partnered with online furniture rental company Furlenco for its forthcoming #ShahRukhKhan and #AliaBhatt starrer ‘#DearZindagi’.

Furlenco and Red Chillies have also launched a TVC and an exclusive ‘Dear Zindagi’ store for the movie buffs.

Ajith Mohan Karimpana, CEO of Furlenco, said, “Our primary target market is millennials between the age groups of 24-40. This is exactly the demographic that relates to ‘Dear Zindagi’ and its emphasis on living life on one’s own terms. The subscription-led model has already proved to be a huge success in India and through the association with Red Chillies Entertainment, we are sure to drive greater propensity for the same in the furniture market as well.”

Millennials, today, increasingly veer towards ‘experiences’ (travel, technology, gadgets) and not possessions (house, car, furniture). For this globally-connected generation, the idea of ownership and commitment has perished. While Dear Zindagi celebrates such freedom from stereotypical notions of “settling down”, Furlenco claims to make it a reality for its customers by renting the furniture they want.

Click here to read the complete story on Economic Times.

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