Campaign India Team
Nov 02, 2015

Pepperfry stokes spirit of giving this festive season, celebrates change

Watch the campaign conceptualised by L&K Saatchi & Saatchi here

Online furniture player Pepperfry.com has rolled out a campaign ahead of Diwali conceptualised by L&K Saatchi & Saatchi.
 
Building on the spirit of giving that marks the festive season, the brand is urging users to try changing something (Is Diwali Kuch Badal Ke Dekhiye) through two ad films.  
 
One of the films (above) features a young woman with no time for her elderly neighbours as she rushes out of home wach morning. The older lady warmly wishes her ‘Good morning’ everyday nevertheless, leading the young woman to notice on her return one evening, that the old couple between them have only one rocking chair. The chair is used by the old man. The young woman decides to surprise the older lady. Come Diwali day, she places a new rocking chair for her, and rings the doorbell to announce its arrival. When she walks past them next, she wishes the lady a Happy Diwali, and is greeted with a warm smile from the happy older lady in return. A female voice over urges viewers to try changing something this Diwali, and signs off with its signature ‘Happy Furniture to You‘ message.
 

The second film features a young man and his older landlord. The landlord comes across as a strict man, questioning the tenant for not being seen for four days as he comes around to collect the rent. He notices a broken glass top of the tenant’s work table though, and decides to change it. The young man is pleasantly surprised to find a wooden study table set, when he opens the door to his portion on Diwali day.  
 
Kartik Smetacek, ECD, L&K Saatchi and Saatchi, said, “Diwali seemed like the perfect occasion for Pepperfry to widen its ambit of communication and own a larger brand idea. That’s where the ‘Is 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.”
  
Debarjyo Nandi, SVP, L&K Saatchi & Saatchi, 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."
 
Kashyap Vadapalli, CMO, Pepperfry, said, “In the past 18 to 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'.”
 
He 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.”
 
 
Credits
 
Client: Pepperfry.com
CMO: Kashyap Vadapalli
 
Creative agency: L&K Saatchi & Saatchi
Creative team: Rahul Nangia, Kartik Smetacek, Ipsita Ghosh, Rishabh Dave, Amol Dahanukar
Account management: Debarjyo Nandi, Siddharth Matalia, Mansi Shah
Agency producer: Vijay Vigamal
 
Production house: Potli Baba Films
Director (film): Piplu Khan
Associate director: Rahil Ahmed Patel
DOP: Tushar Kanti Ray
Producer: Arjun Chouhan, MS Belliappa
Music director: Amartya Rahut
Source:
Campaign India

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