Crafted by Law & Kenneth Saatchi & Saatchi, the commercials convey the message that consumers need not wait till the festival season for big purchases
BestMediaInfo Bureau | Mumbai | August 9, 2016
Pepperfry.com has launched a new marketing campaign based on the premise of ‘Don’t wait for Diwali’. Conceptualised by Law & Kenneth Saatchi & Saatchi, the campaign informs customers that there is always great value available on Pepperfry.com and customers need not postpone their big-ticket furniture purchases till the Diwali festive shopping season.
This campaign comprises two creative executions that will be aired across television channels, multiplexes and digital media. The total outlay for the month-long campaign is Rs 10 crore.
The new campaign is based on the insight that customers often postpone purchasing big-ticket furniture items till annual events such Diwali. Data supports this insight; typically almost a quarter of the annual sales in this category, at an industry level, happens in the festive season. Consumers postpone their purchases due to the misperception that manufacturers and retailers offer more ‘value’ during these periods. This perception does not hold true for Pepperfry, which has the ability to deliver great value throughout the year.
This ‘Don’t wait for Diwali’ campaign, therefore, addresses this consumer perception head-on and presents the Pepperfry ‘always available value’ proposition as a solution.
Talking about the TV Commercial, Debarjyo Nandi, Senior Vice-President, Law & Kenneth Saatchi & Saatchi, said, “We are looking to recreate the success of last year’s ‘Why wait for Diwali’ campaign which resulted in sustaining sales in the pre-Diwali lean period. With the euphoria around Diwali offers, a majority of people tend to postpone their shopping with the hope of getting a better deal, even on things they need now. We hope to shift this behaviour with Pepperfry’s all-year round value proposition."
Commenting on the campaign, Kashyap Vadapalli, CMO, Pepperfry, said, “Through our experience we have observed that furniture purchases are similar to shopping for consumer durables where a sizeable amount of sales is concentrated around Diwali season. We did a campaign last year around the same time that had the same concept -- of not putting off furniture purchases till Diwali – with a very different treatment. By reiterating the same concept again this year in mass media, we are aiming to build this into a ‘property’ that can create an additional ‘event’ for Pepperfry to drive engagement and sales.”
Vadapalli added, “The campaign is well-timed to capitalise on the occasion of August 15, which has become an important retail shopping event for consumers. So, purely from a consumer mind-set perspective, this is a good period to generate greater demand for Pepperfry furniture.”
In the 30-second ‘Dad’s Chair’ ad film, a couple discusses of buying a rocking chair for their dad on his birthday. The husband is not convinced but the wife persuades him not to wait till Diwali to buy the chair and buys it from the Pepperfry website.
In another 40-second, ‘Missing Romance’ commercial, a husband approaches his wife and discusses of buying a new bed for their son who shares the same bed with them. He feels the romance missing but also wonders that Diwali is far. The wife smiles and later they buy a bed for their son on Pepperfry.
Film on Dad's Chair:
Film on Missing Romance:
Agency: Law & Kenneth Saatchi & Saatchi Creative Team: Rahul Nangia, Kartik Smetacek, Ipsita Ghosh, Amol Dahanukar Account Management Team: Debarjyo Nandi, Siddharth Matalia, Mansi Shah Account Planning: Srinivas Madala Agency Films: Vijay Vigamal
Production House: Hundred Frames Director: Rahul Nangia Producer: Prashant Sampat, Shekhar Ravjiani Executive Producer: Umesh H. Patel DoP: Vasudeo Arun Rane Music Director: Amartya Raut (Bobo)