By A Correspondent
Pepperfry.com has taken up the role of a change-agent by encouraging Indians to do-good this Diwali. Through a clutter breaking campaign with a strong festive connect-and a message of “Iss Diwali Kuch Badal Ke Dekhiye†Pepperfryseeks to influence viewers to reach-out to people around them and to take positive actions.
The campaign has been built on two pillars – Diwali as a festival in India has a strong social context, people reach out to their families, friends and neighbours and celebrate together. The second, all of us have inherent goodness in us, a willingness to help, that gets suppressed under the pressures of a busy modern life. Via the current creative Pepperfry brings together these thoughts and gives out a message exhorting the viewers to bridge the social chasms and overcome limiting stereotypes to establish new interpersonal relationships.
The message “Iss Diwali Kuch Badal Ke Dekhiye†calls for renewal from the viewer, without being preachy or direct.
Pepperfry’s total outlay for the campaign is Rs 15 crore. Talking about the TV Commercial, Rahul Nangia, Joint NCD Law & Kenneth Satchi&Satchi said, “We have continued the theme of “KuchBadalKeDekho†this year as well. It’s a message that Pepperfry wants to own. We have tried to find newer characters, outside the home setting, where fresher dynamics between people can exist.”
Commenting on the new campaign Kashyap Vadapalli, CMO – Pepperfry, said, “At Pepperfry we have focussed on expanding the online furniture category via building our capabilities to serve our consumers better, and that has been at the centre of our communication efforts. In this campaign we are able to connect with the consumer at an emotional level and build a bond on the shared value of becoming better and doing good, which is the longer term platform that we wish to stand for, in line with our mission and dna.â€