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Pepperfry celebrates sixth anniversary with a new campaign

08-January-2018
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Pepperfry celebrates sixth anniversary with a new campaign

Pepperfry is celebrating 6 years of delivering happiness to 5+ million Pepperfry consumers across the country with an enticing Birthday Special Sale offering discounts up to 50% off on Pepperfry.com. The sale communication and anniversary celebration are being promoted via a multipronged campaign spread across traditional, social and digital platforms.

As Pepperfry consolidates its leadership position as India’s preferred furniture and home destination for consumers it has always been on the forefront of innovation. Over the years Pepperfry has developed segment specific capabilities and launched a series of initiatives that strengthen the key customer promise- of delivering happiness. Today, consumers seeking differentiated and exhaustive designs can choose from the highly curated Pepperfry catalogue of 1.2 lakh home and furniture products, which are delivered at their doorstep through a specialized big-box logistics supply chain covering 500+ cities, benefit from free assembly & delivery, and are served by the best-in-class Pepperfry customer service.

As a specialized player, Pepperfry is helping consumers build beautiful homes by providing interiors consulting services through a strong Omni channel network operating 24 Studios across 12 key cities, and making their shopping experience hassle-free and convenient through additional service offerings like Furniture Rentals, Furniture Exchange (Old for New), and Sofa Trial (Try N Buy). All of this comes together to make Pepperfry the one-stop-solution destination.

Pepperfry has launched 360-degree campaign to promote the sale communication that is led by a high-frequency television campaign comprising 4 films with 2 creative themes, currently playing on television. The main theme film is a musical film with customers, furniture artisans and Pepperfry delivery personnel joining in the revelry of the six-year birthday celebration. They are seen dancing around Pepperfry furniture in euphoria and expressing their happiness which is in-line with the signature brand tagline- Happy Furniture to You. The second theme is a series of 3 short films highlighting the key sale message – Tension Gaya Sale lene! encouraging consumers to join in the celebration and take full advantage of the exciting discounts on Pepperfry.com.

The TV campaign is being aired across a bouquet of News, Entertainment, Movies, English Infotainment, and Lifestyle channels and select Hindi GEC HD channels/properties and regional channels. In addition to TV, the sale message is also being promoted through radio (in key cities), cinema (in select cities) and across digital and social platforms like Google, YouTube, Facebook. The total outlay for the campaign is Rs. 15 cr.
To make the birthday celebration special Pepperfry has also rolled-out a digital influencer campaign by roping in six of Bollywood’s leading new age singers- Benny Dayal, Jasleen Royal, Antara Mitra, Jonita Gandhi, Shalmali Kholgade, and Amit Mishra. These accomplished artists can be seen wishing Pepperfry “Happy Birthday” in their signature style on the popular social media channel, Instagram. Pepperfry is also running myriad contests, promotional gifts and a series of social media campaigns focusing on the birthday on Instagram, Twitter and Facebook.

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