Pepperfry, India’s no.1 furniture and home products marketplace, celebrates its Big 10 Bash anniversary with a new TVC campaign. With a unique style rap-based video, the campaign showcases how in the past 10 years Pepperfry has transformed millions of homes and the way Indians shop for furniture in all stages of life. Today, the brand has become a one stop shop for all things home with diverse curated range, omnichannel presence with 100+ studios reaching over 500+ cities across the country. This milestone achievement is a testament to the brand’s market leadership and customer centricity.
In the past 10 years, Pepperfry has transformed Indian furniture culture and homes. For generations, Indian homes have largely remained static. However, the past decade saw an era of change where ‘Home’ has become an evolving concept. It is constantly adapting to myriad life stages, moods, and styles. In this evolutionary phase, Pepperfry has been an instrumental home brand with an extensive collection of furniture pieces designed for both comfort and functionality. From exquisite range of furnishings, décor, lighting, modular, appliances etc. Pepperfry has been the largest online home shopping destination in the country.
Celebrating the brand’s milestone, the Big 10 Bash campaign, conceptualized by L&K Saatchi & Saatchi, kickstarts with rap video style film. ‘Boom you’re in my room,’ gives you a glimpse of a Pepperfry home where people from different walks of life fall in love with Pepperfry. Hi-fiving in celebration, they unveil their first purchases to their latest rapping ‘It’s my furniture hack.’ The film ends with the disclosure of Pepperfry’s 10-year anniversary sale.
Commenting on the campaign, Kashyap Vadapalli, Chief Marketing Officer & Business Head, Pepperfry said, “It’s been a decade of transformation. Today, we are an integral part of over a million consumers’ homes – a go to partner to create a space that reflects their personality and evolving needs. As we celebrate this milestone, we are delighted to share this joyous journey with our customers, partners and employees whose incredible support have helped build dream homes for many.”
Debarjyo Nandi, Executive Vice President, L&K Saatchi & Saatchi said, “10 years of not just changing the furniture landscape in India but changing behavior itself makes for an amazing story. And so many individual stories call for a mega celebration along with some great benefits for the consumers. We meshed up 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 travelled together. Fun, celebratory and in the form of rap, this campaign celebrates the people that have been along for this ride and their changing furniture needs.”’
To maximize the incremental reach through a combination of niche content and mainstream high impact programs, the (R)evolution campaign will be present across all major national, regional TV channels in Marathi, Bangla, Malayalam, Telugu etc. It will be present on very high interest TV programs as well – The Kapil Sharma Show, Big Boss, India’s Best Dancer, Dance+ and Taarak Mehta ka Oolta Chashmah. Additionally, for all football and cricket enthusiasts, it will be present on key properties – Premier League India vs South Africa. On the digital front, Pepperfry will be streaming it on major platforms like 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 120+ display sites. As people plan for vacations during this festive season, the campaign will also be present in all major airports.
Pepperfry is a masstige brand which addresses the discerning needs of the Indian consumers. Pepperfry has built a solid foundation on the back of strong logistics infrastructure, unparalleled product portfolio, brand affinity, healthy unit economics, great focus on product and technology and unique omni-channel model.