Happy Décor And Utility To You” Says Pepperfry; Unveils A New Campaign

Pepperfry.com, India’s No.1 Furniture and Home products marketplace, has launched a new marketing campaign to promote its décor and utility portfolio. This is the first time Pepperfry is extending its brand promise of “Happy Furniture to You” to its other key segments - Décor and Utility. Via this campaign, Pepperfry aims to help consumers make their homes interesting and convenient through the differentiated portfolio of 1 lakh plus products in décor and utility.

Over the last six years, one of the core consumer benefits that Pepperfry has been delivering is - always providing great value by working directly with and bringing more than 10,000 small and medium enterprises to develop a differentiated catalogue of well-curated products across furniture, décor and utility. Building on its deep strengths in sourcing products from the handicraft hubs of India, Pepperfry has been able to bring hitherto inaccessible designs in interesting materials across key décor categories like lamps, carpets, wall shelves and mirrors, curios, wall art etc. Pepperfry has also developed the largest variety of utility-related products in kitchen & dining, appliances, bath & laundry, storage & organization etc. which are being offered at best possible price-points that has been achieved courtesy the scale the company has attained in these years.

Pepperfry has a strong brand recall and equity in the furniture segment amongst Indian consumers, who have benefited from the hassle-free and superior shopping experience offered by Pepperfry. Through this campaign, Pepperfry wants consumers to explore the Décor and Utility categories by highlighting the carefully curated yet extensive range that forms a key part of Pepperfry’s online portfolio.

The campaign comprises 6 creative executions- Happy Bed Linen To You, Happy Laundry To You, Happy Organiser To You, Happy Serveware To You and Happy Wall Art To You highlighting different product categories in the Décor and Utility portfolio. Each film is a visual poetry unraveling the gorgeous home setups designed to showcase the exquisite range across selected categories, while the underlying signature Pepperfry tune connects the audience to the “happy” shopping experience that Pepperfry is known to provide consumers.

The films have been conceptualized by L&K Saatchi and Saatchi. They capture the essence of Pepperfry’s décor and utility selection and effectively communicate Pepperfry’s leadership in the home products segment, beyond furniture. The campaign will be aired on television channels and promoted across multiplexes and digital media. The total outlay for the month-long campaign is INR 8 crore.

Talking about the TV Commercials, Delna Sethna, Chief Creative Officer, L&K Saatchi and Saatchi said, “When a brand like Pepperfry decides they want to advertise their extended portfolio it's always happy times for creative people. We get to design a gorgeous set of films and inspire people to shop!!! Like I said, happy times.”

Debarjyo Nandi, Sr.Vice-President, L&K Saatchi and Saatchi added, “There are all kinds of people who have all kinds of home décor needs, functional and behavioural. The idea for the campaign was to showcase the interesting range of utility and décor items on Pepperfry, which not only help meet these needs but also give consumers ideas to make things better.”

Commenting on the new campaign Kashyap Vadapalli, CMO, Pepperfry said, “Pepperfry, today is synonymous with furniture buying but this time we wanted to highlight that we also offer an unparalleled selection of well-curated yet extensive range of decor and utility products that account for 70% of our transactions. These products are varied in terms of design and price-points thereby catering to the diverse consumer needs. Through this new campaign, we aim to highlight our other offerings that make homes interesting and help consumers meet their home utility needs conveniently, thus, fulfilling our vision of being in 20 million homes by 2020.”

Detailed Credentials:

Agency: Law & Kenneth Saatchi & Saatchi

Creative Team: Delna Sethna, Meghna Das

Account Management: Debarjyo Nandi, Himali Shetye

Account Planning: Srinivas Madala

Production House: Big Momma Productions

Director: Sohini Dasgupta

Director of Photography: Vikas Sivaraman Executive

Producer: Gaurav Khindaria 1st AD: Armine Jabalpurwala

Music Director: Gaurav Chatterjee