Furniture and home marketplace Pepperfry.com has launched a new marketing campaign ahead of the Diwali shopping season. The campaign conceptualised by Law & Kenneth Saatchi & Saatchi highlights the value Pepperfry is delivering for consumers via its “Happy Diwali Sale”.
The campaign is built on the insight that the festive season is when Indians shop to fulfil multiple aspirations. This is a period when people shop 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 it is when consumers upgrade their lives by acquiring significant lifestyle enhancers such as durables and apparel. It also translates into gifting their near and dear ones.
The Happy Diwali Sale has been crafted to enable the consumer to buy furniture on Pepperfry while getting maximum value for their money. The Happy Diwali Sale is supported with no-cost EMI and other wallet-friendly features such as cash-backs.
The focus of the communication is on the aspirations of consumers have–for themselves and how they compete with other priorities. The Pepperfry Happy Diwali Sales helps them fulfil 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 depicting 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 the couples face 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 crore. In addition to TV, it is being promoted across digital and social platforms such as Google, YouTube and 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.”
Kashyap Vadapalli, CMO Pepperfry, said, “Pepperfry is at the forefront of providing value to furniture consumers. The festive season is when our low prices are especially relevant to shoppers as they seek to fulfil their needs. These 30 days are the key furniture-buying period from 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