New Delhi: Pepperfry, India’s # 1 furniture and home products marketplace, celebrates its Big 10 Bash anniversary with a new TVC campaign. With a unique rap-style video, the campaign shows how, over the past 10 years, Pepperfry has transformed millions of homes and the way Indians buy furniture at all stages of life. Today, the brand has grown into a one-stop-shop for all things home with a diverse lineup and omnichannel presence with over 100 studios in over 500 cities across the country. This milestone achievement attests to the brand’s leadership in the market and its customer orientation.
Over the past 10 years, Pepperfry has transformed Indian furniture culture and homes. For generations Indian homes remained largely static. However, the last decade has seen an era of change where the “Home” has become an evolving concept. It is constantly adapting to a myriad of life stages, moods and styles. In this phase of evolution, Pepperfry has been an instrumental house brand with an extensive collection of furniture designed for both comfort and functionality. From the exquisite range of furniture, decoration, lighting, modules, household appliances, etc. Pepperfry is the nation’s largest online home shopping destination.
Celebrating the brand’s milestone, the Big 10 Bash campaign, conceptualized by L&K Saatchi & Saatchi, kicks off with a rap video style film. “Boom, you are in my room,” gives you a glimpse of a Pepperfry house where people from all walks of life fall in love with Pepperfry. Hi-fiving in celebration, they unveil their first purchases at their latest rap “This is my furniture hack”. The film ends with the disclosure of Pepperfry’s 10th anniversary sale.
Commenting on the campaign, Kashyap Vadapalli, Marketing Director and Business Leader, Pepperfry said, “It has been a decade of transformation. Today, we are an integral part of more than one million consumer households – an essential partner in creating a space that reflects their personality and their evolving needs. As we celebrate this milestone, we are excited to share this joyous journey with our clients, partners and employees whose incredible support has helped build dream homes for many.
Debarjyo Nandi, Executive Vice President of L&K Saatchi & Saatchi, said: “10 years of not only changing the furniture landscape in India, but also changing behaviors themselves is an incredible story. And so many individual stories call for a mega celebration with great benefits for consumers. We have combined all of this in the Big 10 Bash campaign.
Trishay Kotwal, Executive Creative Director, L&K Saatchi & Saatchi said: “The past ten years have been a journey that the brand and its customers have taken together. Fun, festive, and rap-like, this campaign celebrates the people who took this ride and their changing furniture needs.
To maximize incremental reach through a combination of niche content and high impact mainstream programming, the (R) evolution campaign will be featured on all major national and regional TV channels in Marathi, Bangla, Malayalam, Telugu, etc. . also high interest TV shows – The Kapil Sharma Show, Big Boss, India’s Best Dancer, Dance + and Taarak Mehta ka Oolta Chashmah. In addition, for all football and cricket enthusiasts, he will be featured on key properties – Premier League India v South Africa. On a digital level, Pepperfry will broadcast it on major platforms such as YouTube, gaana, Spotify, Saavn and Wynk Music. The brand has also planned a robust and strategic outdoor campaign covering Mumbai, Bangalore, New Delhi, Hyderabad, Chennai, Pune, Gurugram, Kolkata, Goa with more than 120 display sites. While people are planning vacations during this festive time, the campaign will be featured at all major airports as well.
Pepperfry is a masstige brand that meets the demanding needs of Indian consumers. Pepperfry has built a solid foundation on the back of a strong logistics infrastructure, unmatched product portfolio, brand affinity, healthy unit economy, high product focus and technology and a unique omnichannel model.