Pepperfry.com has rolled out two films ahead of Diwali. The films have been conceptualised by L&K Saatchi & Saatchi and are an extension of last year's 'Iss Diwali Kuch Badal Ke Dekhiye' campaign.
One of the films features an army captain moving in to his new place. As he greets his senior (and room mate), he remembers him as his instructor in Pune and tells him so. The senior acknowledges this but goes on with his work. The senior is at his cupboard when the newcomer looks to unpack his clothes from a suitcase. He cannot, as there is only one cupboard. They exchange glances and the new occupant puts his clothes back in his suitcase. The scene shifts to the night, when the place is well lit and people are exchanging sweets for Diwali. As the captain walks into his room, he notices an extra cupboard. He walks towards it. His senior, reading a book in the background, wishes him 'Happy Diwali'. The captain replies, realising slowly that the cupboard was his gift.
The second film is set in lawyers' chambers at a court. A group of male lawyers are enjoying tea at a table. A lady lawyer walks past them to her desk. One of the men asks the man delivering the tea, about the last cup of tea on his tray. The man tells him that it's 'Priya Madam's tea'. The man who asked looks towards the lady lawyer and notices her desk filled with books and other things, and hence no place for even the glass of tea. On another day, when Priya reaches her desk, she's pleasantly surprised to see a new one, more organised. A cupboard with files, behind her desk, has been replaced with a new one, where all the law books now reside. The man who noticed the desk previously wishes her a Happy Diwali, and Priya reciprocates.
Kashyap Vadapalli, CMO, Pepperfry, said, “At Pepperfry we have focussed on expanding the online furniture category via building our capabilities to serve our consumers better, and that has been at the centre of our communication efforts. In this campaign we are able to connect with the consumer at an emotional level and build a bond on the shared value of becoming better and doing good, which is the longer term platform that we wish to stand for, in line with our mission and DNA.”
Rahul Nangia, joint NCD, Law and Kenneth Saatchi & Saatchi, said, “We have continued the theme of 'Kuch Badal Ke Dekho' this year as well. It’s a message that Pepperfry wants to own. We have tried to find newer characters, outside the home setting, where fresher dynamics between people can exist."