Conceptualised by L&K Saatchi & Saatchi, the campaign seeks to capitalise on the pre-festive frenzy, acting as a build-up to the upcoming festive season
BestMediaInfo Bureau | Mumbai | September 8, 2015
Pepperfry.com, an online furniture and home marketplace, has rolled out a new brand campaign as a precursor to Diwali. The brand campaign, ‘Why wait for Diwali’, features a series of high impact TVCs supported by strong presence across social, cinema and digital media channels. The campaign 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, conceptualised by L&K Saatchi & Saatchi, aims to capitalise on the pre-festive frenzy, acting as a build-up 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 advance to cash-in on this trend. The online marketplace has bolstered operations to provide a seamless and hassle-free shopping experience to customers. It has enlarged its product portfolio, doubled the logistical infrastructure by expanding fulfilment centres and, delivery and assembly capabilities.
The new campaign has been conceptualised 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 purchases because they look for great value. The campaign intends to address this behaviour 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.
Debarjyo Nandi, Senior Vice-President, L&K Saatchi & Saatchi, explained, “‘Why wait for Diwali’ 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 now. We can all identify with these situations and that is what will bring a smile to your face.”
The campaign 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. While the ‘Bed’ film shows how a creaking bed causes sleep disturbance and discord between a couple, the ‘Recliner’ film reflects the husband’s discomfort sitting on a wooden chair while watching TV even as his wife remains oblivious to his condition. The ‘Book Shelf’ film highlights the need to get rid of the clutter and chaos at home by buying furniture that can help keep things in order, while the ‘Dining’ film presents an embarrassing scene while entertaining guests at home in order to bring in the appropriate furniture.
The TVCs 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.
Creative agency: L&K Saatchi and Saatchi
Director: Anupam Mishra
Production House: Crazy Few Films