Mumbai, 15th October 2025: This festive season, Frido, India’s leading D2C ergonomic brand, invites everyone to celebrate Diwali with a little more comfort. With its new brand campaign, “Iss Diwali, Comfort to Banta Hai,” Frido highlights how comfort is not a luxury but a necessity, even in the most unexpected situations.
The campaign, launching just in time for Diwali, features two humorous yet relatable films centred around the brand’s flagship product, the Frido 3D Posture Plus Ergonomic Chair. Both films, conceptualized in-house, focus on how life often places people in high-pressure situations, and how a touch of comfort can completely change the outcome.
In the first film, a bomb squad officer faces a ticking bomb situation. As tension builds, the solution arrives through calm and focus, a state of ease made possible by the Frido 3D Posture Plus Ergonomic Chair. The second film is set in a hospital, where a doctor is faced with a critical, life-or-death situation. Once again, the Frido chair emerges as a symbol of composure and performance, demonstrating how comfort can transform moments of stress into moments of clarity and control.
Together, the films encapsulate Frido’s core belief that true comfort goes beyond momentary ease. It is an essential enabler of performance, focus, and overall well-being. Rooted in the philosophy of preventive care, the campaign reinforces how ergonomic design can help individuals stay healthier and more productive in the long run.
Ganesh Sonawane, Co-Founder and CEO, Frido, said,
“At Frido, we have always believed that comfort fuels performance. With ‘Iss Diwali, Comfort to Banta Hai,’ we wanted to remind people that comfort is not something you earn at the end of the day. It is something that enables you to do your best every day. Humour as a storytelling device allows us to convey this message in a simple, memorable, and light-hearted way that resonates with audiences of all ages. Whether you are at home, at work, or in the middle of chaos, everyone deserves a seat that supports them.”
Arif Khan, Co-Founder and COO, Frido, added,
“Every Frido product is born out of a simple idea – how can we make everyday life easier through intelligent comfort solutions? The campaign captures that spirit beautifully. By placing our chair in light-hearted yet high-pressure situations, we wanted to show that true comfort is proactive, purposeful, and designed to help people function at their best in any circumstance.”
Conceptualized in-house, the campaign is a collaborative effort by Frido’s creative and marketing team led by Tushar Swami (VP & Head of Marketing), Dileep Pakkat (Group Head, Brand & Design), and Ami Palan (Senior Brand Manager). The films were creatively brought to life by Samrat Ganguli and Rishabh Shahi (Creative Controllers), with Azra Khan (Art Director), Akhil Vamshi (Senior 3D Artist), and Sangam Senapati (Senior Video Editor) shaping the visual narrative and execution.
The campaign uses humour-led storytelling to show how thoughtful comfort can transform everyday living. The films are launched across Frido’s digital and social media platforms under the tagline “Iss Diwali, Comfort to Banta Hai.”
Brand Films:
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