Law & Kenneth Saatchi & Saatchi crafts Pepperfry's 'Iss Diwali ummeidon ko badhne dijiye' campaign

The campaign focuses on the value that Pepperfry is providing consumers this year

e4m by exchange4media Staff
Published: Sep 30, 2017 8:40 AM  | 3 min read

The festive season is when Indians shop to fulfill multiple aspirations. This is a period during which one shops not only for himself/herself, but also to gift to family, friends and colleagues. The underlying Diwali spirit is that of spreading warmth and joy and a frequent physical manifestation of the same is when consumers upgrade their own lives by acquiring significant lifestyle enhancers like durables and apparel.

But these aspirations compete with each other and with obligations such as EMIs, insurance payments etc. With this thought in mind, Pepperfry has come up with a campaign for its ‘Happy Diwali Sale’, enabling the consumer to buy furniture on Pepperfry while getting maximum value for their money. The ‘Happy Diwali Sale’ is supported with no-cost EMI and other wallet-friendly features like cash-backs.

The campaign film, conceptualised by Law & Kenneth Saatchi & Saatchi, embodies the message “Iss Diwali ummeidon ko badhne dijiye”. (This Diwali Let your Aspirations Soar).

The campaign consists of two films which depict two different couples and narrates the story of their Diwali aspirations. One couple is portrayed by Rajkumar Rao and Patraleekha Paul and the other by Mrunal Thakur and Gaurav Venkatesh. Each film brings out the competing priorities that the couple is faced with and shows how the Pepperfry Happy Diwali Sale helps them to get what they want this Diwali by providing good value.
The campaign will be promoted across a bouquet of English Entertainment, Movies, English Infotainment, and select Hindi HD/SD channels/properties. It will be supported by Outdoor and Radio in key cities. The total outlay for the campaign is Rs. 15 cr. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube and Facebook.

Rahul Nangia, Jt. National Creative Director, Law & Kenneth Saatchi & Saatchi said, “While we had to talk about discounts for Diwali, we wanted to retain the flavour of what we've done for the brand historically.” 

Commenting on the new campaign, Kashyap Vadapalli, CMO Pepperfry, said, “Pepperfry is at the forefront of providing value to furniture consumers in India. The festive season is when our low prices are especially relevant to shoppers as they seek to fulfil their needs. These 30 days are also the key furniture buying period from a seasonality perspective and our sale and the campaign are targeted to provide us with a business growth win.” 
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Rahul Nangia, Sreekumar PV, Mayuresh Wagle, Amol Dahanukar, Pravin Margaj
Account Management: Debarjyo Nandi, Himali Shetye
Agency Producer: Vijay Vigamal
Production House: Elements
Director: Vivek Daschaudhary
Executive producer: Sandeep Singh Bedi & Sandeep Patil
Producer: Barkha Sawhney
Music: Amar Mangrulkar
DOP: Siddharth Diwan

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