Furniture and home products marketplace Pepperfry.com has unveiled a campaign celebrating the spirit of Diwali for the festive season. Through the campaign ‘Diwali toh sab ke liye hai’ (Diwali is for everyone), Pepperfry wants to spark a feeling called home in consumers’ hearts by showcasing that it has something special for everyone.
Through this campaign, Pepperfry reinforces how with its wide range of designs, products, prices and styles, it is a natural choice for customers when they are doing up their homes for the festive season.
Pepperfry wants to strengthen its core consumer promise of offering a comprehensive product catalogue with curated variety, differentiated designs and great product quality.
The TVC has been conceptualised by Law and Kenneth Saatchi and Saatchi. It captures how people from different age groups, varied walks of life and diverse communal beliefs celebrate the joyous occasion of Diwali in different ways. Whether it is a family celebrating over dinner, group of friends bonding over a game of cards, a woman getting dressed for a party, or the varied reactions of children to firecrackers, it portrays countless aspects of festivities and depicts how the concept of home goes beyond mere spaces to spark a feeling called home for everyone.
The campaign will be promoted across a bouquet of English entertainment, movies, English infotainment and select regional HD/SD channels/properties. It will be supported by cinema, outdoor and radio. The total outlay for the campaign is Rs 20 crore. In addition, it is also being promoted across digital and social platforms like Google, YouTube and Facebook.
Debarjyo Nandi, Sr. Vice-President, L&K Saatchi & Saatchi, said, “We had a great time creating this magnum opus for Pepperfry, the leadership that Pepperfry has achieved in the furniture market comes to life via the various situations that have been depicted.”
Kashyap Vadapalli, Chief Marketing Officer, Pepperfry, said, “Our core proposition is to make furniture exciting for our consumers by providing them interesting designs, lots of variety and good quality products at great value. Festivities are an intrinsic part of our culture and therefore this Diwali, we want to spark that feeling called home across Indian consumers’ hearts. As leaders of the home and furniture market, no one else can stir that feeling better than us. Through this campaign, we aim to make ourselves a part of every Indian consumer’s home and celebrate it irrespective of the age, gender and cultural diversity.”
Delna Sethna, Chief Creative Officer, L & K Saatchi & Saatchi, said, “Diwali is celebrated to one degree or other in every home in India. For every one of those homes, you'll find something at Pepperfry that will make the celebration a little more festive and the home will feel a little bit more like home.”
Chief Marketing Officer: Kashyap Vadapalli
Creative Agency: Law and Kenneth Saatchi and Saatchi
Sr. Vice-President: Debarjyo Nandi
Chief Creative Officer: Delna Sethna
Director: Amit Satyaveer Singh
Production House: Spotlight