Pepperfry launches 'Why Wait for Diwali Sale' ahead of the festive season

The campaign encourages customers to gear up for the festive season in advance by shopping the sale and availing discounts of up to 50 per cent off

e4m by exchange4media Staff
Published: Sep 1, 2018 8:56 AM  | 3 min read, India’s Furniture and Home Products marketplace has unveiled a new marketing campaign to launch the pre-festive “Why Wait For Diwali Sale”.

Through this campaign, Pepperfry encourages customers to gear up for the festive season in advance by shopping the sale and availing discounts of up to 50 per cent off on just about everything on Pepperfry.

Diwali is typically seen as the time to refresh, renew and rejuvenate. Consumers tend to put-off their high-value purchases, like furniture, until Diwali in order to cash in on festive promotional offers and discounts. Pepperfry aims to tap in to this, by giving customers compelling reasons to shop now. The key message of this campaign, revolves around driving interest to the “Why Wait for Diwali Sale” and encourages consumers to shop for furniture and home products, right now.

The new campaign revisits the brand’s core consumer promise of always providing unbeatable value, through great prices and amazing discounts. As the category leader, Pepperfry has been passing on the benefits derived by working directly with 10,000 home and furniture manufacturers to the consumers, thereby acting as an ally in their purchase cycle.

As a brand that has been ahead of the curve with its standout marketing strategy and communication, the new television commercial takes a highly stylistic, grand Broadway-esque approach to spice up the furniture and home ware category in India.

The campaign comprises one creative execution with 30 and 15 second edits that will be aired across key television channels like Colors, Star Movies, Sony, and Movies Now, as well as inmultiplexes across 5 cities, digital and social media. It has also been adapted for radio for top 5 markets. The total outlay for the month-long campaign is Rs. 12 crore and will reach 10 million Indian households.

The film conceptualised by Law and Kenneth Saatchi and Saatchi, has a spirited, exaggerated vibe that is hard to miss. Not to forget the unique dramatic appeal and hummable jingle which compel consumers to act now instead of procrastinating on big furniture purchases.

Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi said, “We were asked for a clutter breaking film high on energy that ensured people wouldn't wait until Diwali to buy new furniture... check, check and check.”

Talking about the latest campaign, Kashyap Vadapalli, Chief Marketing Officer, Pepperfry, said, “Pepperfry is known for single-handedly expanding the organised furniture category in India both online and offline. As consumers evolve beyond the hygiene factors like service and delivery we want to give them more reasons to shop by adding excitement to their furniture shopping experience with interesting designs, lots of variety and great value. Therefore, the tone and manner of our new commercial is vibrant with a theatrical approach which is very different from Pepperfry’s previous campaigns. With this campaign we want to trigger interesting conversations around the brand and the category.”

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