Pepperfry.com, a one-stop furniture and home products marketplace, has come up with a new marketing campaign to launch the pre-festive âWhy Wait for Diwali Saleâ. Through this campaign, Pepperfry encourages customers to gear up for the festive season in advance by shopping and availing discounts of up to 50% off on just about everything on Pepperfry.
Diwali is typically seen as the time to refurbish and rejuvenate. Consumers tend to postpone their costly purchases like furniture and appliances till Diwali in order to avail of the festive promotional offers and discounts. Pepperfry aims to tap these consumers by giving them exciting reasons to shop now. The key message of this campaign revolves around encouraging the consumers to shop for furniture and home products, right now. The new campaign reinforces the brandâs core consumer promise of always providing matchless value, through great prices and amazing discounts.
Conceptualised by Law and Kenneth, Saatchi and Saatchi and produced by Blue Turtle Films, the film takes a Broadway-ish approach to gear up for the pre-festive season discounts. With colour popping visuals and a dramatic appeal, the video shares the story of a homemaker who is confused about waiting for Diwali to buy a sofa or buy it from Pepperfry. The film has a spirited, exaggerated vibe with a unique dramatic appeal and hummable jingle that compel consumers to act now instead of procrastinating on big furniture purchases.
Delna Sethna, Chief Creative Officer, Law and Kenneth, Saatchi and Saatchi, said, âWe were asked for a clutter-breaking film high on energy that ensured people wouldn't wait until Diwali to buy new furniture.â
Kashyap Vadapalli, Chief Marketing Officer, Pepperfry, said, âAs consumers evolve beyond the hygiene factors like service and delivery, we want to give them more reasons to shop by adding excitement to their furniture shopping experience with interesting designs, lots of variety and great value. Therefore, the tone and manner of our new commercial is vibrant with a theatrical approach, which is very different from Pepperfryâs previous campaigns. With this campaign, we want to trigger interesting conversations around the brand and the category.â
The campaign has been launched on key television channels along with multiplexes across five cities, digital and social media. It has also been adapted for radio for top five markets. The campaign is expected to reach 10 million Indian households.
Creative Agency: Law and Kenneth, Saatchi and Saatchi
Director: Harvey B Brown
Production House: Blue Turtle Films