Pepperfry.com has launched new ad films as an extension of the 'Happy Furniture to you' brand proposition which was launched in October this year. The ad films have been conceptualised by L&K Saatchi & Saatchi. The ad films will are across 'english infotainment, entertainment. movies, lifestyle channels and select HD channels/properties', informed an official statement. This will be supported by radio, social, cinema and digital media channels.
The protagonist in the ad film (top) narrates how his current abode was rented by him last year and it came with furniture but his mother refused to stay over considering it somebody else's used property. The man has since then bought his own furniture and invited his mother again. The film ends with a brand sign off.
The other ad film features a young working girl. She recounts, as she was to move to Mumbai her father had expressed that he always thought that she will leave with a 'husband who knows how to get things done. Can you move furniture up to the 11th floor? can you use a hammer?' She had then joked to her father saying that she will 'totally' marry a carpenter. The film ends with a brand sign off that highlights the free assembly and delivery service offered by the portal.
The ad film features a couple where the husband and wife have vary different choices in furniture. The wife corrects the man's notion about him being the one picking out the furniture this time around. Where he wants a lightwood dining table, she highlights the dark sheesham being 'so much better'. The banter continues as he wants a leather recliner, she complains 'where will i sit?'. He offers a solution saying they will get two of the recliners and an a king size be. Both of his points are put down by his wife. He finally mentions a teak furnished bar cabinet which, surprisingly, his wife loves and agrees to. The ad film ends with a voice over saying 'for those who like this. for those who like that!' and the bran sign off.
Debarjyo Nandi, vice-president, L&K Saatchi & Saatchi, said, “From addressing the barriers related to online furniture shopping in the launch campaign we chose to address the need and benefits of online furniture shopping in this campaign. Building on real insights like ‘moving cities’ and ‘individual needs and choices’ the current campaign continues to address some of the key barriers like assembly and delivery and building on benefits like value and range.”
The campaign will be supported by a sustained radio and cinema campaign across top five cities. Itwill also come alive on digital and social platforms like Google, YouTube and Facebook.
Kashyap Vadapalli, chief marketing officer, Pepperfry, said, “We received a stupendous response for our first campaign. We have succeeded in creating awareness for our brand in the minds of our customers and want to build on it. The current campaign focuses on our core value propositions and will lead our customers to appreciate and understand the benefits we provide.”
Creative agency: L&K Saatchi & Saatchi
Vice president: Debarjyo Nandi
Chief marketing officer: Kashyap Vadapalli
Director: Parikshit Vaidya
Production house: 100 Frames
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