Pepperfry launches ‘Diwali toh sab ke liye hai’ festive campaign

Pepperfry.com, India’s No.1 Furniture & Home Products marketplace unveiled a new campaign celebrating the spirit of Diwali for the upcoming festive season. Through the new, “Diwali Toh Sab Ke Liye Hai” (Diwali is for everyone) campaign Pepperfry wants to spark a feeling called home in consumers’ hearts by showcasing that Pepperfry has something special for everyone.

During the festive season, Indians come together with their families and friends to celebrate. Almost always, the focal point of these celebrations is someone’s home. Since  there is a lot of gathering of people and extended festivities at homes during this period, the focus of consumers shifts towards beautifying their homes.Therefore, they invest in home-related items like furniture to make their home  more welcoming, beautiful and comfortable. Through this campaign, Pepperfry reinforces how with its wide range of designs, products, prices and styles is a natural choice for customers when they are doing up their homes for the festive season.  

The focus of the communication is to call out how there are different types of consumers have different needs, and therefore how home means different things for every individual. Pepperfry has something to offer to everyone thus, sparking a feeling called home. Through this campaign, Pepperfry is strengthening its core consumer promise of offering a comprehensive product catalogue with curated variety, differentiated designs and great product quality.

The television commercial has been conceptualized by Law and Kenneth Saatchi and Saatchi. It captures how people from different age groups, varied walks of life and diverse communal beliefs celebrate the joyous occasion of Diwali in different ways. Whether it is a family celebrating over dinner, group of friends bonding over a game of cards, a woman getting dressed for a party, or the varied reactions children have to firecrackers, it portrays  countless aspects of the festivity and depicts how the concept of home goes beyond mere spaces to spark a feeling called home for everyone.

The campaign will be promoted across a bouquet of English Entertainment, Movies, English Infotainment, and select regional HD/SD channels/properties. It will be supported by Cinema, Outdoor and Radio. The total outlay for the campaign is Rs. 20 cr. In addition, it is also being promoted across digital and social platforms like Google, YouTube, Facebook.

Debarjyo Nandi, Sr. Vice President, L&K Saatchi & Saatchi said, “We had a great time creating this magnum opus for Pepperfry, the leadership that Pepperfry has achieved in the furniture market comes to life via the various situations that have been depicted.”

Talking about the latest campaign, Kashyap Vadapalli, Chief Marketing Officer, Pepperfry, said, “Our core proposition is to make furniture exciting for our consumers by providing them interesting designs, lots of variety, and good quality products at great value. Festivities are an intrinsic part of our culture and therefore this Diwali, we want to spark that feeling called home across Indian consumers’ hearts. As leaders of the home and furniture market, no one else can stir that feeling better than us. Through this campaign, we aim to make ourselves a part of every Indian consumers home and celebrate it irrespective of the age, gender and cultural diversity.”

Delna Sethna, Chief Creative Officer, L & K Saatchi & Saatchi, said “Fact, Diwali is celebrated to one degree or other in every home in India. Fact, for every one of those homes you'll find something at Pepperfry that will make the celebration a little more festive and the home feel a little bit more like home... We just had to take these facts and turn them in to warm watchable moments, easy, right?”