Lifelong’s “Nok-Jhok” Campaign Turns Home Repairs into Playful Duo Adventures

Rekindling Home Improvement with Humor

Lifelong Online has officially expanded into the home-improvement space with its new “Nok-Jhok” digital campaign. Moving beyond kitchen appliances, the brand now offers an end-to-end toolkit for common household fixes—drills, screwdrivers, sealants, and more. To introduce this range, Lifelong enlisted celebrity couple Archana Puran Singh and Parmeet Sethi, transforming routine “to-do” chores into lighthearted, relatable vignettes that highlight both the products’ simplicity and the joy of teamwork.

Celebrity Chemistry Meets DIY Challenges

The campaign’s hero film opens with Archana and Parmeet attempting a simple cabinet hinge adjustment. Archana’s gentle critique of Parmeet’s “husband-screwdriver” technique leads to a comedic crescendo: mismatched bolts, paint spills, and a wobbly shelf. Just as their playful banter reaches a peak, Lifelong’s comprehensive DIY kit appears—complete with an electric drill, multi-head screwdriver, and leak-proof sealant—effortlessly guiding them to a flawless repair. Their relieved smiles and knowing high-five underscore the brand promise: even novices can tackle home fixes with confidence.

Showcasing the New Home-Improvement Line

Lifelong’s expanded range includes:

• Electric Drills with variable-speed settings and ergonomic grips for precise drilling.

• Multi-Head Screwdrivers featuring quick-change bits for a spectrum of screw types.

• Leak-Stopping Sealants that cure in minutes, ideal for faucets and pipe joints.

• Digital Angle Finders and Magnetic Bit Holders to simplify leveling and assembly.

Each product demo is woven seamlessly into the narrative—Archana tests the drill’s torque on a hardwood frame, while Parmeet marvels at the sealant’s instant bonding under a dripping tap—reinforcing that professional-grade tools are now within every homeowner’s reach.

Interactive Engagement and Social Buzz

To amplify reach, Lifelong launched the #NokJhokChallenge on Instagram and YouTube Shorts, inviting real couples and friends to share their funniest DIY mishaps and triumphant fixes. Participants posting before-and-after clips using Lifelong tools are entered to win a complete home-improvement gift hamper and a virtual masterclass with Archana and Parmeet. This user-generated content drive not only boosts organic engagement but also builds a community of DIY enthusiasts who learn from and cheer on one another.

Bridging Online and In-Store Experiences

Recognizing the importance of tactile confidence, Lifelong is rolling out interactive demo stations in select electronics and hardware stores. Shoppers can test drills on practice boards, feel the sealant’s consistency, and compare tool ergonomics—all under the guidance of trained staff. QR codes link these stations back to the online campaign hub, where video tutorials and customer reviews deepen consideration and drive e-commerce conversions.

From Quarrels to Quality Repairs

At its core, the “Nok-Jhok” campaign underscores how small domestic squabbles—over a misaligned hinge or a stubborn screw—can become moments of collaboration and laughter. By reframing DIY as a couple’s activity rather than solo drudgery, Lifelong positions its home-improvement line not just as hardware, but as a catalyst for stronger relationships and empowered homeowners.

Marketing Takeaways

1. Leverage Relatability: Tapping everyday frustrations ensures broad resonance across demographics.

2. Celebrity Pairing: Trusted public figures humanize the brand message and model product use.

3. Omni-Channel Activation: Blending social challenges with in-store demos creates a seamless discovery-to-purchase journey.

4. Community Building: Encouraging UGC fosters long-term brand advocacy beyond the initial campaign burst.