Furniture portal Pepperfry has rolled out a brand campaign continuing with its theme 'Happy furniture to you'. The three-film campaign has been conceptualised by L&K Saatchi and Saatchi.
Each of the films features a couple, with the female lead played by Bollywood actors Shahana Goswami, Radhika Apte and Shruti Seth.
One film (above) opens with a husband sitting on a couch. When his wife (Goswami) opens the door, he says she will disapprove of the new sofa he’s purchased from Pepperfry.com. The film shows him pre-empting her reactions; while she mouths the words, they are in his voice. He verbalises his wife’s concerns with regard to price, quality and the like. Her concerns fly away as she sits on the sofa. The brand signs off promising 'more than you think' and underlining the value for money proposition.
Another film features Apte as the buyer of a new bed, with her husband being the one to postpone the purchase. Even he, when he sees that it's already been purchased, is pleasantly surprised.
A third film opens at a café. The husband voices concerns his wife (Seth) will have if he buys a dining table online. He talks about her concerns with regard to quality, return and the likes. Once again, the husband has a response for all of the wife’s questions. And the lady likes the buy, and is reassured with the promise of return.
Kashyap Vadapalli, chief marketing officer, Pepperfry, said, “We have been extremely successful in developing a strong brand equity in the minds of our customers through our previous campaigns. With this new campaign we are looking at forming a stronger bond with our existing customers and getting into the consideration set of new customers to buy furniture online.”
The current campaign focuses on core value propositions leading to customer understanding on product quality and the ease of returns, he added.
The campaign will television, outdoor, social, cinema and digital media legs.