Pepperfry celebrates Indian craftmanship for 'Swadeshi sale'

Pepperfry has rolled out a campaign to promote its 'Swadeshi Sale'. 

 

Conceptualised by Law and Kenneth Saatchi and Saatchi, the films promote and celebrate Indian artisans. It urges people to buy Swadeshi furniture not only because it is Indian, but also because it is superior.

 

 

The second film shows a carpenter working on a piece of furniture and as he finishes the article, he looks at his father and says that he has learnt this world-class manufacturing process from him. 

Kashyap Vadapalli, chief marketing officer and business head, Pepperfry, said, "Pepperfry has always endeavoured to democratize the furniture industry in India. A one-stop-shop for authentic Indian furniture and home décor, it has not only made beautiful handcrafted furniture affordable and accessible but also empowered local artisans and manufacturers. Through this campaign, we are celebrating these skilled craftsmen and encouraging consumers to buy Indian furniture not only because it is Indian but because it is superior, beautiful, durable and stylish."

 

Debarjyo Nandi, SVP, Law & Kenneth Saatchi & Saatchi, said, “Swadeshi is at the very core and essence of brand Pepperfry and a dominant part of its product portfolio. The campaign looks to instil pride in Indian made furniture and celebrate the craftsmen who create beautiful and world-class furniture right here in our homeland.”

 

Trishay Kotwal, executive creative director, Law & Kenneth Saatchi & Saatchi, added, "We wanted to deliver the message with simplicity and authenticity, really focusing on the skill and dedication of the master craftsmen who create these exquisite pieces. The entire campaign is an ode to swadeshi furniture and everything that goes into making it so special."

 

CREDITS: 

Creative agency: Law & Kenneth Saatchi & Saatchi 

Creative team: Trishay Kotwal, Pritam Shettigar, Gauri Gokarn, Shahid Sheikh, Anand Vyas, Smita Misra 

Account management: Debarjyo Nandi, Nivedita Lahiri, Shubhrav Phate

Account planning: Snehasis Bose

Senior agency producer: Vijay Vigamal

Production house: Prodigious Brand logistics

Director: Deepak Thomas

Director of photography: Harshvir Oberoi 

Executive producer: Chahna Rupani

Producer: Keyur Gutka

Associate producer: Rajdeep Rahi

Music director: Anand Bajpai 

Vo artist: Shashank Vaity

Post production: After Studios