Pepperfry.com launches its new brand campaign

Pepperfry.com, an online Furniture and Home marketplace launched a fresh brand campaign recently. It features a series of high impact Television Commercials supported by strong presence across Radio, Social, Cinema and Digital media channels. Through this campaign Pepperfry aims to strengthen its’ unique brand proposition of “Happy Furniture to You”.

The current campaign builds on the success of Pepperfry’s previous campaign, which established a strong awareness for the brand amongst online shoppers. This campaign seeks to amplify the brand recall and promote key value propositions offered by Pepperfry.

After having successfully served over 112,000+ furniture customers, Pepperfry has developed deep insights on consumers’ attitudes and behavior regards furniture shopping. Some of them are – Apprehension around furniture delivery and assembly being a key factor in determining the purchase decision, in urban/nuclear families women play a leading role in furniture related decision making, and homes are a increasingly becoming a reflection ones’ self and also one’s social standing among upwardly mobile independent young adults. Pepperfry has created this campaign by bringing together its core value propositions and these key insights.

The TVC has been conceptualized by Saatchi & Saatchi and consists of three theme films that highlight Pepperfry’s value propositions of “Variety and Range”, “Value and Convenience”, and “Free end-to-end Service”. The TV campaign will run across a bouquet of English Infotainment, Entertainment, Movies, and Lifestyle channels and select HD channels/properties for the next few weeks.

Talking about the TV Commercial, Debarjyo Nandi, Vice-President Saatchi & Saatchi says “From addressing the barriers related to online furniture shopping in the launch campaign we chose to address the need and benefits of online furniture shopping in this campaign. Building on real insights like ‘moving cities’ and ‘individual needs and choices’ the current campaign continues to address some of the key barriers like assembly and delivery and building on benefits like value and range.”

The campaign will be supported by a sustained radio and cinema campaign across top five cities. It will also come alive on digital and social platforms like Google, YouTube and Facebook.

Commenting on the campaign Kashyap Vadapalli, Chief Marketing Officer, Pepperfry says, “We received a stupendous response for our first campaign. We have succeeded in creating awareness for our brand in the minds of our customers and want to build on it”. He further elaborates, “The current campaign focuses on our core value propositions and will lead our customers to appreciate and understand the benefits we provide.”