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Pepperfry’s Diwali campaign urges consumers to change mindsets

Conceptualized by L&K Saatchi & Saatchi, “Is Diwali Kuch Badal Ke Dekhiye” focuses on reaching out to people and taking positive actions to form an emotional connect

BestMediaInfo Bureau | Delhi | November 3, 2015

[caption id="attachment_61230" align="alignnone" width="480"]Pepperfry Click on the image to watch the TVC.[/caption]

Diwali and the days leading up to it is a period when people make efforts to strengthen family and social ties. Pepperfry has approached the season with a clutter-breaking message that builds on this Diwali spirit. Unlike the transactional nature of everyday interactions, this festive season there is an opportunity for people to reflect on their behaviour, actions and relationships.

The coming together of the festive social context along with individual transformation becomes a powerful catalyst for good action, which is what Pepperfry captures in the message “Iss Diwali Kuch Badal Ke Dekhiye”. The campaign, created by L&K Saatchi & Saatchi, motivates people to look inside and spread ‘good’ through innovative narration.

The TV campaign is live across a bouquet of English infotainment, entertainment, movies and lifestyle channels and select Hindi GEC HD channels and regional channels. The message is also supported by in-cinema advertising across the top 7 cities and outdoor in the top 4 markets. It will also be promoted across digital and social platforms like Google, YouTube and Facebook.

Pepperfry has created a niche for itself in the online furniture market and is now set to build on its position by focusing on the emotional element in consumers’ lives.

[caption id="attachment_61229" align="alignleft" width="150"]Kartik Smetacek Kartik Smetacek[/caption]

Kartik Smetacek, Executive Creative Director, L&K Saatchi & Saatchi, said, “Diwali seemed like the perfect occasion for Pepperfry to widen its ambit of communication and own a larger brand idea. That’s how the ‘Iss Diwali, kuch badal ke dekhiye’ campaign was born. The films seek to reinvent the role of furniture, which is not traditionally seen as a gifting item. By design, the stories are subtle and warm, keeping away from the ‘dhoom’ and ‘dhamaka’ of typical Diwali advertising, to instead capture the spirit of the festival.”

The storyline is inspired by real life situations that will encourage people to introspect and experience how shift in attitudes and thinking can lead us to make a difference.

[caption id="attachment_61228" align="alignleft" width="150"]Debarjyo Nandi Debarjyo Nandi[/caption]

Debarjyo Nandi, Senior VP, L&K Saatchi & Saatchi, said, “This Diwali, Pepperfry has made a change. Its message is just that, 'to make a change' by reaching out to someone and spreading the happiness. In these TVCs we have used furniture as the trigger for this change.”

Kashyap Vadapalli, CMO, Pepperfry, commented, “In the past 18-24 months, brand Pepperfry has grown significantly and established itself as the number one destination for furniture and other home products in the country. We are now in a position to move beyond communicating just the features of a great furniture product or experience to establish Pepperfry as an agent of transformation. We’ve tapped into the Diwali festive spirit to make an appeal to the consumers to 'Iss Diwali Kuch Badal Ke Dekhiye'.”

He further said, “We really want consumers to make a change and connect with the goodness within them, something they don’t do in their busy daily routines, and then extend that connect to the brand.”

The TVCs:

[youtube]https://www.youtube.com/watch?v=6tIdQ6vbtdI[/youtube]

[youtube]https://www.youtube.com/watch?v=BjXrrV5DMlE[/youtube]

Credits:

Client: Pepperfry.com

Agency: L&K Saatchi & Saatchi

Creative Team: Rahul Nangia, Kartik Smetacek, Ipsita Ghosh, Rishabh Dave, Amol Dahanukar

Account Management: Debarjyo Nandi, Siddharth Matalia, Mansi Shah

Agency Producer: Vijay Vigamal

Production House: Potli Baba Films

Director: Piplu Khan

Associate Director: Rahil Ahmed Patel

DOP: Tushar Kanti Ray

Producer: Arjun Chouhan, M. S. Belliappa

Music Director: Amartya Rahut

Info@BestMediaInfo.com

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