Pepperfry.com, the furniture and home products marketplace, has launched a new marketing campaign extending its brand promise of “Happy Furniture to You” for the first time to décor and utility segments.
Through this campaign, Pepperfry aims to help consumers make their homes interesting and convenient through the differentiated portfolio of 1 lakh plus products in décor and utility. Pepperfry wants consumers to explore the décor and utility categories by highlighting the carefully curated yet extensive range that forms a key part of Pepperfry’s online portfolio.
The campaign comprises six creative executions – Happy Bed Linen to You, Happy Laundry to You, Happy Organiser to You, Happy Serveware to You and Happy Wall Art to You highlighting different product categories in the décor and utility portfolio. Each film is a visual poetry unravelling the gorgeous home setups designed to showcase the exquisite range across selected categories, while the underlying signature Pepperfry tune connects the audience to the “happy” shopping experience that Pepperfry is known to provide consumers.
The films have been conceptualised by L&K Saatchi and Saatchi. They capture the essence of Pepperfry’s décor and utility selection and effectively communicate Pepperfry’s leadership in the home products segment, beyond furniture. The campaign will be aired on television channels and promoted across multiplexes and digital media. The total outlay for the month-long campaign is Rs 8 crore.
Delna Sethna, Chief Creative Officer, L&K Saatchi and Saatchi, said, “When a brand like Pepperfry decides they want to advertise their extended portfolio it's always happy times for creative people. We get to design a gorgeous set of films and inspire people to shop! Like I said, happy times.”
Debarjyo Nandi, Sr. Vice-President, L&K Saatchi and Saatchi, added, “There are all kinds of people who have all kinds of home décor needs, functional and behavioural. The idea for the campaign was to showcase the interesting range of utility and décor items on Pepperfry, which not only help meet these needs but also give consumers ideas to make things better.”
Commenting on the new campaign, Kashyap Vadapalli, CMO, Pepperfry, said, “Pepperfry, today is synonymous with furniture buying but this time we wanted to highlight that we also offer an unparalleled selection of well-curated yet extensive range of decor and utility products that account for 70% of our transactions. These products are varied in terms of design and price-points thereby catering to the diverse consumer needs. Through this new campaign, we aim to highlight our other offerings that make homes interesting and help consumers meet their home utility needs conveniently, thus, fulfilling our vision of being in 20 million homes by 2020.”
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Delna Sethna, Meghna Das
Account Management: Debarjyo Nandi, Himali Shetye
Account Planning: Srinivas Madala
Production House: Big Momma Productions
Director: Sohini Dasgupta
Director of Photography: Vikas Sivaraman Executive
Producer: Gaurav Khindaria 1st AD: Armine Jabalpurwala
Music Director: Gaurav Chatterjee