Pepperfry.com, India’s leading online Furniture and Home marketplace has begun an integrated brand campaign . It features a series of high impact Television Commercials supported by a 360 degree media mix consisting of Print, Digital, Outdoor, Radio, Social and On-Ground Activation. Through this campaign Pepperfry plans to enter millions of homes this festive season with “Happy Furniture to You” as its unique brand proposition.
Basis extensive consumer insights gained over the last two and a half years, Pepperfry understands that furniture shopping for consumers can be a tedious process. It is often beset with quality and service related apprehensions. Discerning new-age Indian couples are therefore, looking for an alternative that helps them to buy the best for their homes without any of the hassles involved.
The goal of this Campaign is to introduce Pepperfry into the consumers’ consideration set and establish its value and service proposition. The high-intensity campaign also seeks to step jump top-of-the-mind recall for Pepperfry amongst online shoppers.
The campaign has been conceptualized by Saatchi & Saatchi and consists of a theme film and two supporting films that highlight Pepperfry’s value propositions of “Free Delivery and Assembly” and “100% Satisfaction or Money Back Assurance” for consumers. The TV campaign will run across a bouquet of English Infotainment, Entertainment, Movies, and Lifestyle channels and select HD channels/properties for the next few weeks.
Talking about the TV Commercial, Debarjyo Nandi, Vice-President Saatchi & Saatchi says “Creating differentiation in the online shopping space is a huge challenge today, but what helped us was to understand Pepperfry’s approach to furniture and consumers – ‘we get it done just like you would get it done yourself.’ He further adds, “This in essence is beyond business, it becomes personal and this assurance coupled with features like free delivery and assembly is what will help consumers overcome any mental barriers towards buying high-value items like furniture online. We attempted to bring this spirit and the benefits alive in the communication.”
The marketing mix also features a sustained radio campaign, on-ground activation and key outdoor promotions across top cities. The campaign will also come alive on digital and social platforms like Google, YouTube and Facebook.
Commenting on the campaign Kashyap Vadapalli, Chief Marketing Officer, Pepperfry says, “We want to make the experience of buying furniture online a delightful and easy process”. He further elaborates, “The campaign will multiply our brand reach and build confidence in the minds of our prospective customers. We are already the market leaders in online furniture segment and this campaign will help us further strengthen our leadership in the furniture industry.”