Pepperfry inspires people to do good this Diwali
Online furniture & home products marketplace, Pepperfry.com, has taken up the role of a change-agent – encouraging Indians to do good this Diwali. Through a clutter breaking campaign with a strong festive connect and an unexpected message of ‘Iss Diwali Kuch Badal Ke Dekhiye’, Pepperfry seeks to influence viewers to reach out to people around them and to take positive actions. Pepperfry’s total outlay for the high-intensity campaign is Rs 15 crore.
The campaign, conceptualised by Law & Kenneth Saatchi & Saatchi, has been built on two pillars – Diwali as a festival in India has a strong social context, people reach out to their families, friends & neighbours and celebrate together. Secondly, all of us have inherent goodness in us, a willingness to help, that gets suppressed under the pressures of a busy modern life. Via the current creative, Pepperfry brings together these two thoughts and gives out a message exhorting the viewers to bridge the social chasms and overcome limiting stereotypes to establish new interpersonal relationships.
Pepperfry furniture plays the role of a powerful catalyst in this interesting narrative – of a relevant festive context, a social divide (a senior and a junior in the army, a young eager lady lawyer and an older male lawyer) and an act of goodness that bridges the same.
The message, ‘Iss Diwali Kuch Badal Ke Dekhiye’, is very subtle as a piece of advice, but very powerful as a concept. It calls for renewal from the viewer, without being preachy or direct. Furniture is such an integral part of characters day to day activities that it fits in unobtrusively into the story.
The current campaign is clearly differentiated from the earlier campaigns as Pepperfry this year have stressed on the rational benefits of buying furniture online and were focussed on the category expansion.
Commenting on the new campaign, Kashyap Vadapalli, CMO, Pepperfry, said, “At Pepperfry, we have focussed on expanding the online furniture category via building our capabilities to serve our consumers better, and that has been at the centre of our communication efforts. In this campaign, we are able to connect with the consumer at an emotional level and build a bond on the shared value of becoming better and doing good, which is the longer term platform that we wish to stand for, in line with our mission and DNA.”
Elaborating on the TVC, Rahul Nangia, Joint NCD, Law & Kenneth Saatchi & Saatchi, said, “We have continued the theme of ‘Kuch Badal Ke Dekho’ this year as well. It’s a message that Pepperfry wants to own. We have tried to find newer characters, outside the home setting, where fresher dynamics between people can exist.”
Pepperfry will spread this message using TV ads across a bouquet of Entertainment, Movies, English Infotainment, and Lifestyle channels and select Hindi GEC HD channels/ properties as well as regional channels. The message is also being propagated through radio in top six metros and outdoor in top four markets. It will also be promoted across the digital and social platforms like Google, YouTube and Facebook.
Watch the ad films:
Creative agency: Law & Kenneth Saatchi & Saatchi
Director: Vivek Daschaudhary
Production House: Elements