Mumbai: Pepperfry.com, India’s No.1 Furniture and Home marketplace has launched a new marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale” conceptualized by Law & Kenneth Saatchi & Saatchi.
The campaign has been built on the insight that – the festive season is when Indians shop to fulfill multiple aspirations. This is a period, wherein one shops not only for themselves, but also to gift to loved ones, friends and colleagues. The underlying Diwali spirit is that of spreading warmth and joy and a frequent physical manifestation of the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like – durables and apparel, it also translates into the gifting that they do to their near and dear.
But these spending aspirations compete with each other and with obligations such as EMIs and Insurance payments etc. Pepperfry understands this situation that Indian consumers face in the period leading up to Diwali and has come up with the Happy Diwali Sale, which has been crafted to enable the consumer to buy furniture on Pepperfry while getting the maximum value for their money. The Happy Diwali Sale is supported with no-cost EMI and other wallet-friendly features like cash-backs.
The focus of the communication is on the aspirations that consumers have, for themselves and how they compete with other priorities. The Pepperfry Happy Diwali Sales helps them to fulfill their aspirations by providing value. This is embodied in the film as “iss Diwali ummeidon ko badhne dijiye”. (This Diwali Let your Aspirations Soar).
The campaign consists of two films which depict two different couples and narrates the story of their Diwali aspirations. One couple is portrayed by Rajkumar Rao and Patraleekha Paul & and the other by Mrunal Thakur and Gaurav Venkatesh. Each film brings out the competing priorities that the couple are faced with and shows how the Pepperfry Happy Diwali Sale helps them to get what they want this Diwali by providing good value.
The campaign will be promoted across a bouquet of English Entertainment, Movies, English Infotainment, and select Hindi HD/SD channels/properties. It will be supported by Outdoor and Radio in key cities. The total outlay for the campaign is Rs. 15 cr. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, Facebook.
Rahul Nangia, Jt.National Creative Director, Law & Kenneth Saatchi & Saatchi said, “While we had to talk about discounts for Diwali, we wanted to retain the flavour of what we’ve done for the brand historically”.
Commenting on the new campaign Kashyap Vadapalli – CMO Pepperfry, said, “Pepperfry is at the forefront of providing value to furniture consumers in India. The festive season is when our low prices are especially relevant to shoppers as they seek to fulfil their needs. These 30 days are also the key furniture buying period a seasonality perspective and our sale and the campaign are targeted to provide us with a business-growth win.”
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Sreekumar PV, Mayuresh Wagle, Amol Dahanukar, Pravin Margaj
Account Management: Debarjyo Nandi, Himali Shetye
Agency Producer: Vijay Vigamal
Production House: Elements
Director: Vivek Daschaudhary
Executive producer: Sandeep Singh Bedi & Sandeep Patil
Producer: Barkha Sawhney
Music: Amar Mangrulkar
DOP: Siddharth Diwan