Pepperfry.com has launched a new Republic Day marketing campaign celebrating Indian craftsmanship on the national occasion by extending the revelry to consumers via the Big Republic Day Sale.
This campaign comprises creative execution across a bouquet of Entertainment, Movies, English Infotainment, and Lifestyle channels and select Hindi GEC HDchannels/properties and regional channels. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, Facebook.
The film has been conceptualized by Law & Kenneth Saatchi & Saatchi to reflect how Pepperfry is unifying the country through Pepperfry merchandize, which is sourced directly from craftsmen from different parts of the country and making it accessible to Indian consumers in any part of the country. The film effectively conveys the joy experienced by the craftsman, who painstakingly creates the design and the end consumer. Additionally, the film also conveys the Republic Day sale message exhorting consumers to celebrate the joy experienced by them by availing the exciting discounts on Pepperfry.
Debarjyo Nandi, Sr.Vice President, Law & Kenneth Saatchi & Saatchi, said, “Pepperfry sources furniture from one part of the country and makes them accessible to customers in another part of the country, makes for a great story for a Republic Day message. But we didn’t just want to give information, we wanted to bring alive the feeling the makers and users of Pepperfry furniture feel, which is the singular point of commonality.”
Commenting on the new campaign Kashyap Vadapalli, CMO Pepperfry, said “We have been successfully bridging the supply gap in the furniture segment for the last five years. In this journey we have worked with 1000+ small and micro manufacturers [carpenters, artisans, craftsmen] who we have enabled to capitalize on the Pepperfry platform and reach the booming Indian online consumer market. We are proud of the fact that we built a truly national marketplace our current campaign brings that to the fore.”
He further added, “The campaign has been conceptualized keeping the occasion of Republic day in mind. It will help us capitalize on the occasion which is slowly becoming an important retail shopping event. We want consumers to benefit by taking advantage of the Republic Day sale on the Pepperfry platforms.”
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