Happy Décor and Utility to You, says Pepperfry
The online furniture portal, for the first time, is extending its promise of ‘Happy Furniture to You’ to décor and utility segments
Furniture and home products marketplace Pepperfry.com has launched a new marketing campaign to promote its décor and utility portfolio.
This is the first time Pepperfry is extending its brand promise of “Happy Furniture to You” to its other key segments -- Décor and Utility. Via this campaign, Pepperfry aims to help consumers make their homes interesting and convenient through the differentiated portfolio of over 1 lakh products in the décor and utility sections.
Pepperfry has a strong brand recall and equity in the furniture segment among Indian consumers. Through this campaign, Pepperfry wants consumers to explore the décor and utility categories.
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 unraveling 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 conceptualized by L&K Saatchi and Saatchi. The campaign will be aired on television channels and promoted across multiplexes and digital media. The total outlay for the month-long campaign is INR 8 crore.
Talking about the commercials, 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,” Vadapalli added.
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