Urban Company has launched a new campaign, ‘Emotional Attyachar’ (Emotional harassment), to promote its InstaHelp offering - a househelp-on-demand service. The home services platform positions the feature as a convenient solution for urgent household needs, provides access to instant help within 15 minutes.

The film opens with an all-too-familiar scenario: a couple receives a call from their house help informing them she won’t be coming in. What follows is mini pandemonium, as pending chores begin to pile up, from unwashed dishes and sweeping to mopping and laundry. Taking a humorous route, the narrative introduces two eccentrically dressed musicians who personify the mounting household chaos. They break into a parody of the cult ‘Emotional Attyachar’ track from the film Dev.D, with lyrics tailored to the couple’s predicament. The situation escalates further with the sudden arrival of guests, culminating with the couple ordering the brand’s InstaHelp service to bring relief and restore order instantly.

What we think about it: The film scores on relatability by dramatising a universally familiar household crisis through humour and pop-culture recall, with the background score adding quirky energy to the proceedings. Though the insight itself feels predictable, the light-hearted execution makes the message land effectively.