Pepperfry has announced a sale to celebrate its fourth birthday in January 2016. Communicating this is a TV campaign conceptualised by Saatchi & Saatchi.
The films feature people of different ages humming a happy tune in different scenarios. What’s common to the light-hearted moments is that they revolve around a piece of furniture. A voice over urges viewers to feel the happiness, before announcing the fourth anniversary sale with 'up to 55 per cent' discounts. Both the edits end with the brand’s 'Happy furniture to you' proposition.
Kashyap Vadapalli, CMO and business head, Pepperfry, said, “We are delighted ring in our fourth anniversary with the ‘Birthday Sale’, which is our way to say thank you to our customers, past, present and future. This new campaign focuses on highlighting how happy Pepperfry consumers are with their choices and helps in connecting with our consumers while offering them an unbeatable reason to shop again.”
Debarjyo Nandi, SVP, Saatchi & Saatchi, said, “While the brief was for a sale commercial for celebrating Pepperfry’s fourth birthday, we have seen this as an opportunity to strengthen the brand message. The Pepperfry tune is used in this campaign as an expression of happiness. This in essence is the true manifestation of 'Happy furniture to you' which is Pepperfry’s brand promise.”
Rahul Nangia, joint NCD, L&K Saatchi & Saatchi, added, "What better way to celebrate the brand's birthday, than making everyone sing with happiness?”
The films went on air on 18 December 2015.
Credits
Client: Pepperfry
CMO and business head: Kashay Vadapalli
Agency: Saatchi & Saatchi
NCD (L&K Saatchi & Saatchi): Rahul Nangia
SVP: Debarjiyo Nandi
Production house: Crazy Few Films
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