Why Kareena Kapoor Khan and Saif Ali Khan are not irked by Pepperfry using their memes in Diwali campaign
The brand film, conceptualised by Lowe Lintas along with Milestone Films, aims to address customer concerns arising from a mismatch in expectations i.e., either the lack of options in offline stores or zero touch-see-feel experience on online sites
Pepperfry’s Diwali campaign ‘Pepperfry Meme Superstars.’ starred brand ambassadors Kareena Kapoor Khan and Saif Ali Khan. The 360-degree media campaign incorporated memes around the brand’s omnichannel play.
The campaign highlighted Pepperfry's core differentiators; a nationwide walk-in studio footprint and a wide portfolio of furniture and home décor pieces to choose from. Pepperfry adopted a robust 360-degree campaign, with film along with outdoor as communication mediums, spanning key cities like Bangalore, Delhi, Gurgaon, Noida, Mumbai, Pune, Kolkata, Ahmedabad, etc. across multiple assets like outdoor billboards, digital outdoors, bus shelters, cab, bus and metro branding, mall media, residential association media among others.
The campaign was designed keeping in mind the core target audience - social media-savvy millennials. Consumers today like to have a plethora of choices and prefer a touch-and-feel experience before making a perfect furniture purchase. Riding on the back of the brand’s largest omnichannel presence in the country, Kareena and Saif feature in a light-hearted, comic film epitomizing Pepperfry’s range of unique offerings through their banter. This year’s campaign film introduced a ‘MemeVerse’ concept to drive the proposition.
In the brand film, conceptualised by Lowe Lintas along with Milestone Films, Kareena and Saif are seen taking a break on the sets of a film shoot, when their concerned manager shows them images of themselves, used as memes on Pepperfry hoardings across the country. The power couple seems to be amused and laughing at their own memes. The manager seems frustrated at their reaction, to which Kareena and Saif explain that their memes are apt because Pepperfry brings the ‘wow’ factor with their 1 lakh + offerings and 200+ walk-in studios.
Through the film, Pepperfry aims to address customer concerns arising from a mismatch in expectations i.e., either the lack of options in offline stores or zero touch-see-feel experience on online sites.
Naveen Murali, Head of Marketing, Pepperfry, said, “With Diwali right around the corner, Indians are back to opening up their homes to celebrations and hence, also setting up or upgrading their homes for this occasion. What Pepperfry offers is what the consumer of today seeks in their furniture shopping experience - the true omnichannel shopping experience. It offers the convenience of online shopping with endless choices and the possibility to experience the ones they wish to see up close at the walk-in studios. Through this campaign, we wanted to make sure Pepperfry continue to transform the way Indians shop for furniture and build their dream homes. The ad film focuses on creating awareness about Pepperfry’s large network of walk-in studios across 100+ cities and the widest range of offerings. This campaign aims to further strengthen our position as the one-stop destination for all the things home.”
Kareena said, “I love to be involved with the smallest décor details of my home because I like things to be a certain way. I resonate with Pepperfry because it provides a wide range of products, enabling customers to decorate their homes, just the way they want. We are thrilled to be a part of this really fun and light-hearted campaign. This concept personally stood out for me because the format was novel and contemporary and touched upon a part of our daily lives.”
Saif said, “Our (mine and Kareena’s) association with Pepperfry for the Diwali campaign is a product of our mutual affinity towards a brand that caters so intently to help create beautiful homes. Elegance and style are something that comes to the brand naturally. Besides, Pepperfry has nailed the humor aspect of this campaign and we are sure the audience will love and relate to it.”
Sarvesh Raikar, Regional Creative Officer and Creative Head, Lowe Lintas said, “With the ever-evolving media landscape, the opportunities for reaching out to the consumers are endless. Kudos to team Pepperfry, they were clear that they wanted impact and disruption as Diwali is the most cluttered advertising season. The world is talking in memes today. We thought, applying the same outdoors would be disruptive for our audience. The idea of portraying mega stars like Kareena and Saif as meme stars was instantly liked and we had a lot of fun executing this campaign.”
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