Pepperfry.com has launched an campaign urging users not to wait till Diwali for new furniture purchases, building on the theme from last year. The campaign which consists of two films has been conceptualised by L&K Saatchi & Saatchi.
One of the films features a couple with a young child. Lying down on the bed with the kid between them, the man tells his partner that it's time they bought a new bed for the child. The lady agrees and says they should buy it for Diwali. Even as he tells her that they need time for themselves and get some romance back in life, the child wakes up briefly, silencing him. The lady pats the child back to sleep. When he opines that Diwali is still quite far, she smiles. The voice over says, 'Don't wait for Diwali' and introduces the 'great deals' on Pepperfry. The film ends with the couple smiling, watching their son sleeping on his own bed.
Another film features a young man and woman in the living room. The woman wants to buy 'papa' a rocking chair for his birthday, which falls the following week. The man suggests waiting for Diwali, which the lady doesn't take too kindly to. This film too ends with the voice over, 'Don't wait for Diwali' and the elderly man enjoying himself in the rocking chair.
View a film from last year's campaign here.
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."
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 reiterating 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 capitalise on the occasion of 15th August which has become an important retail shopping event for consumers. So, purely from a consumer mindset perspective, this is a good period to generate greater demand for Pepperfry furniture.”
Besides airing on TV, the films will be screened at multiplexes and on digital media.