Pepperfry.com leads the run-up to Diwali with a brand new campaign via Saatchi & Saatchi India
Pepperfry.com, India’s leading online Furniture and Home marketplace has launched a new brand campaign as a precursor to Diwali. The campaign ‘Why wait for Diwali’ features a series of television commercials supported by a strong presence across Social, Cinema and Digital media channels. The campaign focuses on the value proposition offered by Pepperfry to its customers and encourages consumers to make important home purchases any time of the year.
The campaign aims to capitalize on the pre-festive frenzy, acting as a buildup to the upcoming festive season. Pepperfry has witnessed unprecedented sales during Diwali season for the past three years and this year the company has geared up in advance to cash-in on this trend. The online marketplace has bolstered operations to provide a seamless and hassle-free shopping experience to customers. It has enlarged its product portfolio, doubled the logistical infrastructure by expanding fulfilment centres and, delivery and assembly capabilities.
The new campaign has been conceptualized based on consumer insights in the context of shopping for furniture and home products, gained by Pepperfry. Consumers tend to postpone important high-value purchases in anticipation of the deals offered during Diwali and other festive occasions. The motivation for purchase is value – people postpone purchase because they look for great value. The campaign intends to address this behavior with its key communication of providing great value to customers at any time of the year. It also cajoles them to act now and not wait for the things they really need.
The campaign conceptualized by Saatchi & Saatchi consists of four films that highlight Pepperfry’s key proposition of offering value to its customers. These films directed by Anupam Mishra mirror real-life situations with subtle humour and consumers are likely to identify with these situations.
Talking about the TV Commercial, Debarjyo Nandi, Senior Vice President, Saatchi & Saatchi said, “Why wait for Diwali attempts to change the typical buying behavior prevalent in India. It builds on the insight that people postpone their purchases to Diwali hoping to get great festive deals even on things they really need now. We can all identify with these situations and that is what will bring a smile to your face.”
Commenting on the campaign Kashyap Vadapalli, Chief Marketing Officer, Pepperfry says, “We got an overwhelming response during last year’s festive season. Since Diwali is a big buying season for our customers’ this year we have planned much in advance by firming up our operations at every level.” He further elaborates, “The consumer attitude is changing rapidly and we want them to jump the bandwagon of making important purchases all-round the year. Through this campaign we are promoting the underlying message of providing great value to our customers at any given point of time. We are expecting the purchasing sentiment to grow and acquiring new customers along the way.”
Credits –
Creative Team: Rahul Nangia, Kartik Smetacek, Ipsita Ghosh
Account Management: Debarjyo Nandi, Siddharth Matalia
Pproduction House: Crazy Few Films
Director: Anupam Mishra
Associate Director: Sharat Kumar
Producers: Urfi Kazmi, Viraj Gawas
MUSIC DIRECTOR – Amartya Rahut