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Tag: Pepperfry.com

  • The film conceptualised by Law and Kenneth Saatchi and Saatchi, has an exaggerated vibe that is hard to miss

    Why wait for Diwali, shop now, says Pepperfry.com

    By A Correspondent

     

    Pepperfry.com 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. The film is conceptualised by Law and Kenneth Saatchi and Saatchi.

     

    Said Delna Sethna, Chief Creative Officer, L&K Saatchi & Saatchi: “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.”

     

    Added Kashyap Vadapalli, Chief Marketing Officer, Pepperfry: “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.”

     

     

  • Via this campaign, Pepperfry aims to help consumers make their homes interesting and convenient through its differentiated portfolio

    Pepperfry.com promotes decor & utility offerings

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign to promote its décor and utility portfolio. With this campaign, Pepperfry is extending its brand promise of ‘Happy Furniture to You’ to its other key segments – Décor and Utility.

     

    The films have been conceptualised by L&K Saatchi and Saatchi. Talking about the commercials, Delna Sethna, Chief Creative Officer, L&K Saatchi and Saatchi said: “When a brand like Pepperfry decides they want to advertise their extended portfolio it’s always happy times for creative people. We get to design a gorgeous set of films and inspire people to shop!!! Like I said, happy times.”

     

    Added Debarjyo Nandi, Senior Vice-President, L&K Saatchi and Saatchi added: “There are all kinds of people who have all kinds of home décor needs, functional and behavioural. The idea for the campaign was to showcase the interesting range of utility and décor items on Pepperfry, which not only help meet these needs but also give consumers ideas to make things better.”

     

     

  • The new logo imbibes the cultural values of intensity and inclusiveness which have helped it to develop market and consumer solutions

    Happiness of its patrons is what matters for Pepperfry.com as it unveils new identity

    By A Correspondent

     

    Pepperfry.com has unveiled a new visual identity designed by its creative agency L & K Saatchi & Saatchi. Pepperfry will promote the new brand identity to reach millions of current and potential Pepperfry consumers through a multi-pronged social and digital strategy.

     

    Speaking about the new identity, Kashyap Vadapalli, CMO, Pepperfry, said:“We believe the time is right to infuse freshness into our brand and make our identity reflect our values and ethos. Today, we are the most recognised furniture brand in the country, this has been achieved through a relentless focus on delivering happiness to our consumers. We are confident that this promise will be further strengthened through our brand identity change. It is a representation of who we have become today and how we are well on our path to further dominate the furniture and home segment.”

  • This campaign is focused on the value that Pepperfry is delivering for consumers this year via the "Happy Diwali Sale"

    Pepperfry.com unveils its festive campaign

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign ahead of the upcoming festive shopping season of Diwali. This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale” conceptualised by Law & Kenneth Saatchi & Saatchi.

     

    Said Rahul Nangia, Joint National Creative Director, Law & Kenneth Saatchi & Saatchi: “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.”

     

     

  • Pepperfry's Mother's Day campaign aims to capture the little nuances of mothers that children experience and fondly reminiscent about

    Pepperfry.com celebrates role of mothers in latest campaign

    By A Correspondent

     

    Pepperfry.com launched a content marketing campaign to celebrate Mother’s Day. Through the campaign, Pepperfry wants to pay a special ode to the forever humble matriarchs who make our house the nest we love.

     

    Talking about this campaign Mihir Kulkarni, Head, Brand and Retention Marketing, Pepperfry said, “For children, home is a plethora of memories and moments they share with their mothers. And kids, though naïve, are very perceptive and revel in these experiences.Therefore, through this video, we have captured the special bond Pepperfry employee kids share with their mothers.”

  • The Big Republic Day sale is a manifestation of Pepperfry’s value promise to its consumers

    Pepperfry.com celebrates contribution of craftsmen in latest campaign

    By A Correspondent

     

    Pepperfry.com has launched a new Republic Day marketing campaign that celebrates Indian craftsmanship by extending the revelry to consumers via the Big Republic Day Sale.

     

    The film has been conceptualised by Law and Kenneth Saatchi and Saatchi and it conveys the Republic Day sale message exhorting consumers to celebrate the joy experienced by them by availing the exciting discounts on Pepperfry.

     

    Sai Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi: “Pepperfry sources furniture from one part of the country and makes them accessible to customers in another part of the country, makes for a great story for a Republic Day message. But we didn’t just want to give information, we wanted to bring alive the feeling the makers and users of Pepperfry furniture feel, which is the singular point of commonality.”

     

    Commenting on the new campaign, KashyapVadapalli, CMO, Pepperfry, said: “We have been successfully bridging the supply gap in the furniture segment for the last five years. In this journey we have worked with 1000+ small and micro manufacturers [carpenters, artisans, craftsmen] who we have enabled to capitalize on the Pepperfry platform and reach the booming Indian online consumer market. We are proud of the fact that we built a truly national marketplace our current campaign brings that to the fore.”

     

    He further added, “The campaign has been conceptualized keeping the occasion of Republic day in mind. It will help us capitalize on the occasion which is slowly becoming an important retail shopping event. We want consumers to benefit by taking advantage of the Republic Day sale on the Pepperfry platforms.”

     

  • Pepperfry wants its loyal consumers to partake in the birthday celebration via the campaign that consists of two creative films, currently playing on TV

    Pepperfry celebrates its 5th anniversary by launchinga birthday sale campaign

    By A Correspondent

     

    Pepperfry.com has unveiled a new marketing campaign to celebrate its fifth anniversary. And it is doing this byoffering discount of up to 50 per cent off plus 10 per cent cashback to consumers.

     

    The campaign is being aired across a bouquet of Entertainment, Movies, English Infotainment, and Lifestyle channels and select Hindi GEC HD channels/properties and regional channels. The total outlay for the campaign is Rs 5 cr. In addition to TV, the sale message is also being promoted across digital and social platforms like Google, YouTube, and Facebook.

     

    Talking about the campaign KashyapVadapalli, CMO, Pepperfry, said, “A 5th anniversary for a startup in a key milestone. We feel proud to be one of the very few start-ups that have gone from strength to strength in each year of our existence. Our brand is universally recognised and well-loved among our TG, this gives us great joy and we want to share it with our consumers”.

     

  • The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali

    Pepperfry readies customers for its festive bonanza

    By A Correspondent

     

    Pepperfry.com has launched a new marketing campaign based on the premise of “don’t wait for Diwali”. With this campaign Pepperfry is informing customers that there is always great value available on Pepperfry.com and customers need not postpone their big-ticket furniture purchases to annual events like the Diwali festive shopping season.

     

    The new campaign is based on the insight that customers often post-pone purchasing big ticket furniture items to annual events like Diwali. Data supports this insight, typically almost a quarter of the annual sales in this category, at an industry level, happens in the festive season. The reason that consumers post-pone and concentrate their purchases in this manner is due to a perception that manufacturers and retails offer more value during these periods. But this does not hold true for Pepperfry, which has the ability to and does deliver great value through the year.

     

    The campaign addresses this consumer perception head-on and presents the Pepperfry always available value proposition as the solution. The campaign comprises two creative executions which will be aired across television channels, multiplexes and digital media. The total outlay for the month long campaign is Rs 10 crore.

     

    The films have been conceptualized by Land Kenneth Saatchi and Saatchi that convey the message using real-life situations that consumers’ face to persuade them to act now instead of waiting to buy things they really need.

     

    Talking about the TVC, Debarjyo Nandi, Senior Vice-President, Law and Kenneth Saatchi and Saatchi said, “We are looking to recreate the success of last year’s ‘Why wait for Diwali’ campaign which resulted in sustaining sales in the pre-Diwali lean period. With the euphoria around Diwali offers the larger population tends to postpone their shopping till Diwali with the hope of getting a better deal, even on things they really need and need them now. We hope to shift behaviour with Pepperfry’s all-year round value proposition.”

     

    Commenting on the new campaign Kashyap Vadapalli, CMO, Pepperfry, said, “Through our experience we have observed that furniture purchases are similar to shopping for consumer durables where a sizeable amount of sale concentrated around Diwali season. We did a campaign last year at around the same time that had the same concept – of not putting off furniture purchases till Diwali – with a very different treatment. By re-iterating the same concept again this year in mass media we are aiming to build this into a ‘property’ that can create an additional ‘event’ for Pepperfry to drive engagement and sales.”

     

    He added, “The campaign is well timed to capitalize on the occasion of 15th August which has become an important retail shopping event for consumers. So, purely from a consumer mind-set perspective, this is a good period to generate greater demand for Pepperfry furniture.”

     

  • The marketing mix also features a sustained radio campaign, on-ground activation and key outdoor promotions across top cities

    Pepperfry greets consumers with ‘Happy furniture to you’ insight

    By A Correspondent

     

    Online furniture and home marketplace Pepperfry has launched an integrated brand campaign. It features a series of high impact television commercials supported by a 360-degree media mix consisting of print, digital, outdoor, radio, social and on-ground activation. Through this campaign Pepperfry plans to enter homes this festive season with “Happy Furniture to You” as its unique brand proposition.

     

    Basis extensive consumer insights gained over the last two and a half years, Pepperfry understands that furniture shopping for consumers can be a tedious process. It is often beset with quality and service related apprehensions. Discerning new-age Indian couples are therefore, looking for an alternative that helps them to buy the best for their homes without any of the hassles involved.

     

    The campaign has been conceptualized by Saatchi & Saatchi and consists of a theme film and two supporting films that highlight Pepperfry’s value propositions of “Free Delivery and Assembly” and “100% Satisfaction or Money Back Assurance” for consumers.

     

    Talking about the new campaign, Debarjyo Nandi, Vice-President Saatchi & Saatchi said, “Creating differentiation in the online shopping space is a huge challenge today, but what helped us was to understand Pepperfry’s approach to furniture and consumers – ‘we get it done just like you would get it done yourself.’ He further adds, “This in essence is beyond business, it becomes personal and this assurance coupled with features like free delivery and assembly is what will help consumers overcome any mental barriers towards buying high-value items like furniture online. We attempted to bring this spirit and the benefits alive in the communication.”

     

    The marketing mix also features a sustained radio campaign, on-ground activation and key outdoor promotions across top cities. The campaign will also come alive on digital and social platforms like Google, YouTube and Facebook.

     

    Kashyap Vadapalli

    Commenting on the campaign Kashyap Vadapalli, Chief Marketing Officer, Pepperfry says, “We want to make the experience of buying furniture online a delightful and easy process”. He further elaborates, “The campaign will multiply our brand reach and build confidence in the minds of our prospective customers. We are already the market leaders in online furniture segment and this campaign will help us further strengthen our leadership in the furniture industry.”