This festive season we should be able to get 100% jump: Kashyap Vadapalli, Pepperfry
Pepperfry, the online furniture company, is giving a big push in its latest 360-degree campaign 'Diwali Toh Sab Ke Liye Hai' for which it has allocated Rs 20 crore
Published - 10-October-2018
After a decent response to ‘Why Wait for Diwali’ Pepperfry is back with their Diwali campaign known as ‘Diwali Toh Sab Ke Liye’ where it showcases that it has something for everyone. Through this it looks to assert itself as the market leader in the category, as spelt out by its CMO Kashyap Vadapalli.
He explained, “We have product for every kind of use case, demographic, design and price point. The point we are trying to make is that we are specialists in the field. That’s a claim not everyone can make. Our understanding of the category has evolved on the basis of lots of data we have acquired in the last six years. Also, it has a strong festive touch from creator perspective.”
The 360-degree campaign which happens to be substantially bigger than the previous one ‘Why wait for Diwali,’ will run till November 10. Pepperfry has allocated Rs 20 crore for the same.
With big investment the target is also bigger this year. Vadapalli informs, “In the last couple of years Diwali month brings around a jump of 60-80 per cent over the previous quarter. With this push we should be able to get 100 per cent jump. As a business we are growing 75 per cent y-o-y.”
The media plan is specific to each market. Vadapalli shares, “We are doing radio and cinema in top six cities, outdoor in Mumbai, Pune and Hyderabad. TV is national (English Entertainment, Movies, English Infotainment, and select regional HD/SD channels/properties). It’s a big push from our side. If we generate additional interest in the brand and bring it top of mind during festive season then opportunity for growth is huge. This is not only online through our app but also from stores.”
On ground Pepperfry has planned events like stand-up shows and musical nights at their Pepperfry Studios (stores) in Delhi and Bangalore across three weekends before Diwali. “The traffic and conversions from these cities are fantastic for us. It’s about getting people to understand in greater detail of our offering.”
The creatives on YouTube, TV and cinemas will be refreshed around October 22-23, Vadapalli informed. “Radio and outdoor will remain same. We looked at every market and decided media activity accordingly,” he said.
The television commercial has been conceptualised by Law and Kenneth Saatchi and Saatchi. It captures how people from different age groups, varied walks of life and diverse communal beliefs celebrate the joyous occasion of Diwali in different ways. Whether it is a family celebrating over dinner, group of friends bonding over a game of cards, a woman getting dressed for a party, or the varied reactions children have to firecrackers, it portrays countless aspects of the festivity and depicts how the concept of home goes beyond mere spaces to spark a feeling called home for everyone.
“The story is about the people in the ad not the furniture, here the objective is to not give attention to the category (since it’s already there) but we have just the right product for you,” Vadapalli signs off.