The new campaign has been conceptualized basis consumer insights in the context of shopping for furniture and home products, gained by Pepperfry. Consumers tend to postpone important high-value purchases in anticipation of the deals offered during Diwali and other festive occasions. The motivation for purchase is value- people postpone purchase because they look for great value. The campaign intends to address this behavior with its key communication of providing great value to customers at any time of the year. It also cajoles them to act now and not wait for the things they really need.

The campaign aims to capitalize on the pre-festive frenzy, acting as a buildup to the upcoming festive season. Pepperfry has witnessed unprecedented sales during Diwali season for the past three years and this year the company has geared up in advance to cash-in on this trend. The online marketplace has bolstered operations to provide a seamless and hassle-free shopping experience to customers. It has enlarged its product portfolio, doubled the logistical infrastructure by expanding fulfillment centres and, delivery and assembly capabilities.