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Pepperfry.com leads the run-up to Diwali with a brand new campaign

Pepperfry.com, India’s leading online Furniture and Home marketplace launched a new brand campaign as a precursor to Diwali. The brand new campaign ‘Why wait for Diwali’ features a series of high impact Television Commercials supported by strong presence across Social, Cinema and Digital media channels. Thecampaign focuses on the value proposition offered by Pepperfry to its customers and encourages consumers to make important home purchases any time of the year.

The campaign aimsto capitalize on the pre-festive frenzy, acting as a buildup to the upcoming festive season. Pepperfry has witnessed unprecedented sales during Diwali season for the past three years and this year the company has geared up in advanceto cash-in on this trend. The online marketplace has bolstered operations to provide a seamless and hassle-free shopping experiences to customers. It has enlarged its product portfolio, doubled the logistical infrastructure by expanding fulfilment centres and, delivery and assembly capabilities.

 

IN BRIEF

 

CREATIVE EXECUTIONS

30 Second Theme Films

 

CREATIVE AGENCY

Saatchi and Saatchi

 

DIRECTOR

Anupam Mishra

 

PRODUCTION HOUSE

Crazy few films

The new campaign has been conceptualized basis consumer insights in the context of shopping for furniture and home products, gained by Pepperfry. Consumers tend to postpone important high-value purchases in anticipation of the deals offered during Diwali and other festive occasions.The motivation for purchase is value- people postpone purchase because they look for great value. The campaign intends to address this behavior with its key communication of providing great value to customers at any time of the year. It also cajoles them to act now and not wait for the things they really need.

The TVC has been conceptualized by Saatchi & Saatchi and consists of four films that highlight Pepperfry’s key proposition of offering value to its customers. These films mirror real-life situations with subtle humour and consumers are likely to identify with these situations.

The TV campaign will run across a bouquet of English Infotainment, Entertainment, Movies, and Lifestyle channels and select HD channels/properties and select regional channels for the next few weeks. It will be supported by a cinema campaign across six cities and will come alive on digital and social platforms like Google, YouTube and Facebook.

Talking about the TV Commercial, Debarjyo Nandi, Senior Vice President - Client Servicing, Saatchi & Saatchi says, "We have created 4 TVCs for this campaign which attempts to change the typical buying behaviour prevalent in India. It builds on the insight that people postpone their purchases to Diwali hoping to get great festive deals, even on things they really need to buy now. Pepperfry offers great prices all year round and people don't need to wait for festive offers anymore. This campaign brings this proposition alive." - Debarjyo Nandi, Senior Vice President - Client Servicing”

Commenting on the campaign Kashyap Vadapalli, Chief Marketing Officer, Pepperfry says, “We got an overwhelming response during last year’s festive season. Since Diwali is a big buying season for our customers’ this year we have planned much in advance by firming up our operations at every level.” He further elaborates, “The consumer attitude is changing rapidly and we want them to jump the bandwagon of making important purchases all-round the year. Through this campaign we are promoting the underlying message of providing great value to our customers at any given point of time. We are expecting the purchasing sentiment to grow and acquiring new customers along the way.”

TV CAMPAIGN LINKS

https://www.youtube.com/watch?v=Wx_D0R_Zdjg

https://www.youtube.com/watch?v=7EqLHT8FRWA

https://www.youtube.com/watch?v=yzlrnZG3GQc

https://www.youtube.com/watch?v=vhzFMDYdDJM

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