Home >> Advertising >> Article

PepperTap adds a dash of humour with ‘Bahut Aasaan Hain’ campaign

18-November-2015
Font Size   16
PepperTap adds a dash of humour with ‘Bahut Aasaan Hain’ campaign

Online grocery shopping is a veritable relief to working couples, nuclear families and  bachelors. Yesterday, the online grocery ordering app, PepperTap launched its new brand communication ‘Bahut Aasaan Hain’ to connect with this segment. The campaign envisages  to reinforce the fact that using PepperTap translates to more quality family time. The ad has been released on print, radio and all the online channels.

The video conceptualised by Options Design, is a story told from the perspective of a distressed husband who makes the transition from a traditional shopper to a smart one by simply adopting the PepperTap app. Hinging on humour, the first video shows how the man is introduced to the concept. The second one shows him getting oriented to the app. The third and final one which is yet to be released will show him efficiently using the app to make his life simpler. The hashtag ‘Bahut Aasaan Hain’ was trending on Twitter throughout the day.

Please click here to view the ads:

Commenting on the new PepperTap video, Zafar Rais – CEO, MindShift Interactive said, “The film brings about the new feature observed in urban India. From being the couched potatoes to providing equal attention in household shopping decisions, this ad clearly states it all. It showcases the latest trend of how Indian men are sharing household responsibilities with women. It inculcates a mind-shift of buying groceries by visiting a local marketplace. The ad brilliantly highlights how household chores today are at the ease of an application and through the best possible deals.”
 

Citing the reason behind online grocery aps targeting male consumers, he added, “In the Indian scenario it is taken for granted that women are responsible for all kinds of household shopping. However, today times are changing and apps are reflecting evolved lifestyles and influencing change in mindsets. This new trend is also ushering a fresh interest in the overall family well-being and purchasing habits. In the recent commercial from Big Basket we observe famous actor Shah Rukh Khan playing the protagonist who guides you on buying grocery through the app and talking about the importance of a male’s responsibility in household jobs. There are several factors pushing this change in Indian men. To start with,it is the educated Indian wife who is demanding that the man shares more time and more of the chores. Alongside, men do tend to try, test and be far more open to new trends within technology, due to which they become a faster adoption target audience.”

The creative strategy of PepperTap was in line with the other online grocery ordering app, like Grofers and Big Basket who used humour to highlight the ease of ordering groceries online. Like PepperTap, even their creative was positioned to target the new-age target audiences like working couples, singles and the men of the household. 

Big Basket only used star power like Sharukh Khan, to establish their position in the market. While the others like Grofers and PepperTap, highlighted hilarious instances in the lives of couple and nudged men to take the lead in ordering groceries from online.

Click here to view the films:

Grofers:

Big Basket:

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey