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 first film is about a carpenter that checks the wood of his furniture item, knocks it, varnishes it and critically eyes it before proudly claiming that this international quality piece is made in Ratangarh.
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.
dThe third film shows carpenters refine a motif as one of them proclaims that such edgy styling and design is their speciality.
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
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