MAM

Pepperfry gets festive with clutter-breaking Diwali campaign

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2015/11/02/MAM%20CAMPg.jpeg?itok=u_SzxAqo

MUMBAI: For one of India’s premier festivals Diwali, Pepperfry has planned an ad campaign with a clutter-breaking message that builds on this Diwali spirit.

 

The campaign has been conceptualised by L&K Saatchi & Saatchi. The ad builds on the communication that unlike the transactional nature of every day interactions, in this festive season people have an opportunity to reflect on their behaviours and actions and their relationships with others.

 

Pepperfry used this insight to showcase that people can undertake ‘good actions’ to form an emotional bridge with others.

 

The coming together of the festive social context along with the individual transformation becomes a powerful catalyst for good action, which is what Pepperfry captures in the message “Iss Diwali Kuch Badal Ke Dekhiye.” The brand associates with the communication as a key enabler of good actions, thereby altering relationships positively.

 

The TV campaign is live across a bouquet of English infotainment, entertainment, movies, and lifestyle channels, select Hindi HD general entertainment channels (GECs) as well as some regional channels.

 

The message is also supported by in-cinema advertising across the top seven cities and outdoor in top four markets. It will also be propagated across the digital and social platforms like Google, YouTube and Facebook.

 

Pepperfry’s earlier campaigns have stressed on rational benefits like quality products and service level standards of free & efficient delivery and assembly along with the other core category triggers. Now, Pepperfry is establishing the emotional benefits of the transformation that its products can bring to people’s lives.

 

Talking about the TVC, L&K Saatchi and Saatchi executive creative director Kartik Smetacek said, “Diwali seemed like the perfect occasion for pepperfry.com to widen its ambit of communication and own a larger brand idea. That’s where the ‘Iss Diwali, kuch badal ke dekhiye’ campaign was born. The films seek to reinvent the role of furniture, which is not traditionally seen as a gifting item. By design, the stories are subtle and warm, keeping away from the dhoom and dhamaka of typical Diwali advertising, to instead capture the spirit of the festival.”

 

The storyline is inspired by real life situations that will encourage people to introspect and experience how shift in attitudes and thinking can lead us to make a difference via the ad’s core message.

 

L&K Saatchi & Saatchi senior vice president Debarjyo Nandi added, "This Diwali, Pepperfry has made a change. And its message is just that, 'to make a change' by reaching out to someone and spreading the happiness. In these TVCs we have used furniture as the trigger for this change."

 

Pepperfry chief marketing officer Kashyap Vadapalli said, “In the past 18-24 months, brand Pepperfry has grown significantly and established itself as the number one destination for furniture and other home products in the country. We are now in a position to move beyond communicating just the features of a great furniture product or experience to establish Pepperfry as an agent of transformation. We’ve tapped into the Diwali festive spirit to make an appeal to the consumers to: 'Iss Diwali Kuch Badal Ke Dekhiye.’”

 

Vadapalli further added, “We really want consumers to make a change and connect with the goodness within themselves, something that they don’t do in their busy daily routines, and then extend that connect to the brand because of the key role it can play in how this life enhancement can be manifested.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/priyanka-chopra.jpg?itok=XZTdw8ib
Priyanka in new Pantene ad

Pantene, one of India’s leading hair care brands along with new brand ambassador Priyanka Chopra, launches a new and improved formula. The brand launches its biggest breakthrough in 30 years: Pantene’s new formula with PRO-V and goodness of oils making hair thicker, stronger in just 14 days.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/shanu-singh.jpg?itok=M5jb_3ds
E-com: Godrej Interio, IBM tie up

IBM has announced that Godrej Interio, the furniture division of Godrej & Boyce Mfg. Co. Ltd., is collaborating with IBM to capture the attention of the growing number of home furniture and accessories consumers.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/Unpack-Your-Dreams.jpg?itok=YDAX1_lp
'Unpack Your Dreams', advise cricketers

Aristocrat has appointed Indian cricket champions Rohit Sharma and R. Ashwin as its ambassadors to endorse the brand’s new identity and stylish product line.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/dish-tv.jpg?itok=cnk3-jZ2
Jahan Desh ke Rakshak wahan tak DishTV; special offer launched

There is no greater love, than the love for one’s country. As India celebrated the 69th Army Day on 15 January, DishTV paid tribute to the valour, indomitable spirit and determination of the brave soldiers of the Indian Armed Forces.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/raj-nayak-and-asish-bashin.jpg?itok=kl9F_1OQ
Ad Club, AAAI to fight violence against women together

The Advertising Club (TAC) and the Advertising Agencies Association of India (AAAI) have combined forces to launch a campaign to pitch communication as a force for good and battle the scourge of violence against women.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/16/policy-bazar.jpg?itok=tOsXapRD
Bhool Kar Bhi Mat Bhoolna Policybazaar.com

Policybazaar.com, India’s largest insurance website and comparison portal, has launched a new television campaign, with the tagline “Policybazaar.com Par Term Insurance Lena Bhool Kar Bhi Mat Bhoolna.” The campaign aims to highlight the importance of having a term insurance plan.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/17/anita-nayyer-800x800.jpg?itok=s_sM-f5v
Havas Media's new identity tells story of brand ethos; new logo embodies integration of services

Created by Havas (the creative division of the group, formerly known as Havas Worldwide) New York team, the new ‘h’ logo lockup comes from the concept that Havas (Group) is great because of the sum of its parts. In this spirit, the logo concept developed embodies the integration of services,...

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/bluestone-800x800.jpg?itok=aHphRh4_
'Choose Your Twinkle' on Valentine's

BlueStone.com has launched a new campaign to further strengthen its position as the go to destination for modern contemporary jewellery. Reaching out to consumers through a new television commercial (TVC), the ad film showcases how beautiful jewellery connects emotionally, summing it up with the ‘...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/01/13/poll-800x800.jpg?itok=kiCl5VHL
EC to screen govt ads; PM photo on hoardings disallowed

Even as the Election Commission has set up committees to screen and clear government advertisements in various forms in the five poll-bound states, it has asked the cabinet secretary to remove the prime minister Narendra Modi’s photograph from hoardings at petrol pumps in Goa and gas consumer...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories