Pepperfry.com, India’s No.1 Furniture and Home marketplace have launched a new marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale” conceptualized by Law & Kenneth Saatchi & Saatchi.

The campaign has been built on the insight that – the festive season is when Indians shop to fulfill multiple aspirations. This is a period, wherein one shops 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 the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like – durables and apparel, it also translates into the gifting that they do to their near and dear.

But these spending aspirations compete with each other and with obligations such as EMIs and Insurance payments etc. Pepperfry understands this situation that Indian consumers face in the period leading up to Diwali and has come up with the Happy Diwali Sale, which has been crafted to enable the consumer to buy furniture on Pepperfry while getting the maximum value for their money. The Happy Diwali Sale is supported with no-cost EMI and other wallet-friendly features like cash-backs.

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The focus of the communication is on the aspirations that consumers have, for themselves and how they compete with other priorities. The Pepperfry Happy Diwali Sales helps them to fulfill 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 which depict 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 that the couple are faced with 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 cr. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, 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”.

Commenting on the new campaign Kashyap Vadapalli – CMO Pepperfry, said, “Pepperfry is at the forefront of providing value to furniture consumers in India. The festive season is when our low prices are especially relevant to shoppers as they seek to fulfill their needs. These 30 days are also 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.”

Credits-
Agency: Law & Kenneth Saatchi & Saatchi
Agency Website: http://lksaatchi.com/
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

The article related to:
Law & Kenneth Saatchi & Saatchi, Publicis Groupe, L&K, strategic communication, creative solutions, social media & SEO, branded content, web technology, brand building, shopper activation, film production, live creativity, digital solutions, media planning, Furniture, Decor, Lamps, Furnishings, Pepperfry, Diwali campaign, Diwali Sale, Pepperfry TVC, marketing campaign

The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali. Data supports this insight, typically almost a quarter of the annual sales in this category, at an industry level, happens in the festive season. The reason that consumers post-pone and concentrate their purchases in this manner is due to a (mis)perception that manufacturers and retails offer more ‘value’ during these periods. As mentioned above this perception does not hold true for Pepperfry, which has the ability to and does deliver great value through the year.

This “don’t wait for Diwali” campaign therefore addresses this consumer perception head-on and presents the Pepperfry “always available value” proposition as the solution.

This campaign comprises 2 creative executions which will be aired across television channels, multiplexes and digital media. The total outlay for the month long campaign is Rs 10 crore.

The films have been conceptualized by Land Kenneth Saatchi and Saatchi that convey the message using real-life situations that consumers’ face to persuade them to act now instead of waiting to buy things they really need.

Talking about the TV Commercial, Debarjyo Nandi, Senior Vice-President, Law and Kenneth Saatchi and Saatchi says, “We are looking to recreate the success of last year’s ‘Why wait for Diwali’ campaign which resulted in sustaining sales in the pre-Diwali lean period. With the euphoria around Diwali offers the larger population tends to postpone their shopping till Diwali with the hope of getting a better deal, even on things they really need and need them now. We hope to shift behaviour with Pepperfry’s all-year round value proposition.”

Commenting on the new campaign Kashyap Vadapalli, CMO, Pepperfry, said, “Through our experience we have observed that furniture purchases are similar to shopping for consumer durables where a sizeable amount of sale concentrated around Diwali season. We did a campaign last year at around the same time that had the same concept – of not putting off furniture purchases till Diwali – with a very different treatment. By re-iterating the same concept again this year in mass media we are aiming to build this into a ‘property’ that can create an additional ‘event’ for Pepperfry to drive engagement and sales.”

He added, “The campaign is well timed to capitalize on the occasion of 15th August which has become an important retail shopping event for consumers. So, purely from a consumer mind-set perspective, this is a good period to generate greater demand for Pepperfry furniture.”

Dad’s Chair

Missing Romance

Credits
Brand: Pepperfry.com
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Kartik Smetacek, Ipsita Ghosh, Amol Dahanukar
Account Management Team: Debarjyo Nandi, Siddharth Matalia, Mansi Shah
Account Planning: Srinivas Madala
Agency Films: Vijay Vigamal
Production House: Hundred Frames
Director: Rahul Nangia
Producer: Prashant Sampat, Shekhar Ravjiani
Executive Producer: Umesh H. Patel
DoP: Vasudeo Arun Rane
Music Director: Amartya Raut (Bobo)

Pepperfry’s vision is to help 20 Million customers create beautiful homes by 2020. As the market leader Pepperfry has taken on the task of expanding the online Furniture category through this new 360° Marketing Campaign.

The campaign comprises 3 creative executions which will be aired on Television, across Digital Video Channels and in Multiplexes. This 360° Campaign will also include Outdoor, a bouquet of Digital Media including Search, Display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs.10 Crore.

Pepperfry staff (including the founders and CXO’s) regularly deliver Furniture alongside the delivery teams to understand customer purchase behaviour and the needs of Indian householders. The Campaign Insight is also based on extensive qualitative and quantitative research including in-depth customer interviews.

The customer insight behind Pepperfry’s new 360° Marketing Campaign is that getting furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Customers who have gone through the process of getting furniture made at home have been through these issues but those who haven’t undergone the experience of getting furniture made at home vastly underestimate the issues involved while often over estimating the perceived benefits.

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Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience. Over the past 5 years Pepperfry has processed more than 3 million customer shipments from its highly curated merchandize range of over 1 Lakh Furniture and Home products. As Pepperfry works directly with small and medium sized businesses who manufacture the products themselves, it is able to provide great value affordable options across all price segments. Pepperfry’s specialized large item delivery fleet of more than 400 vehicles operating from 16 hubs across India today serves customers in 500 cities. Pepperfry also provides assembly and installation support to customers through a team of more than 250 carpenters across major towns and cities. All this comes together to give customers a no stress, no surprises, on time ‘Happy Furniture to You’ Pepperfry Experience.

Commenting on the objective of this campaign, Kashyap Vadapalli, CMO Pepperfry, said

“Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

Talking about the insight and idea, Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi explained; “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

CREDITS
Client – Pepperfry.com
Agency – L&K SAATCHI & SAATCHI
Creative Team – Rahul Nangia, Ipsita Ghosh; Amol Dahanukar, Lalit Bharadva
Account Management – Debarjyo Nandi, Siddharth Matalia, Mansi Shah

Couple and Granddaughter Films
Production House – Elements Films
Director – Shakun Batra
Producers – Sandeep Patil. Ricky Singh Bedi
Associate Producer – Samson Vasave
DOP – Jay Hoza (Couple Film); Tanay (Granddaughter film)
Music Director – Sameeruddin

Only Sound Film
Production House – LightBox Films
Director – Rahul Nangia
Producers – Junaid Herekar and Imran Khan
DOP – Vasudeo Rane