Pepperfry, India’s no.1 furniture and home products marketplace, has launched a new Diwali campaign, “Family times = Pepperfry times” created by L&K Saatchi and Saatchi.
The TVC-led campaign highlights how, this year, individuals will be celebrating Diwali indoors with their loved ones and the role furniture plays in creating those moments and memories, that bring the family together.
The global pandemic has had far-reaching implications on people, but one great (or not so great) thing it has resulted in is a much closer relationship with one’s immediate family. Having spent more time indoors, individuals are discovering both endearing and annoying things about them.
They are indulging in nostalgic tales with aging parents, playing with the little ones in between work calls, and making up for all the lost meals by breaking bread together every day on the dining table – all things that didn’t exist for many in a pre-pandemic world.
While everyone was embracing this new normal, furniture played a vital role in nurturing this bond, almost akin to a family member. The study table pivoted from silently participating in serious calls with colleagues and at other times helping cheer up a friend. The dinner table, which used to be a 1-2 person at a time affair due to conflicting schedules, now hosts buzzing family meals. The bed has become the center of a nightly game ritual for many.
This Diwali, too, while card parties and glittery garden gatherings will be missing, it will be a more intimate family affair. And once again, it is furniture that will be at the core of all conversations, meals, entertainment, and celebrations.
“Pepperfry’s core proposition is to democratize the furniture category and make it an intrinsic part of people’s lives, making the brand almost synonymous to home,” said Kashyap Vadapalli, Chief Marketing Officer & Business Head, Pepperfry. “It has always partnered with its consumers to help create lasting memories. And this Diwali, we want to build on the connection and trust that we enjoy with our consumers. Through our Family times = Pepperfry times campaign, we aim to catalyze and encourage celebrations with family and friends in a joyful, intimate manner.
“The right furniture has come to the rescue of the – stay at home, work from home, study from home, entertain from home – Indian family over the last 7 months. Even as we look forward, all of us are acutely aware of the role that homes are playing in our lives – they are outsized, compared to earlier. In such a scenario having the right furniture to eat, work, play, and relax is very important and who better than Pepperfry, the market leader, to turn to? I am excited that these films and the campaign will evoke exactly this response in the minds of consumers and drive the desired behaviors.”
Pepperfry has adopted a multi-pronged campaign approach, where the film will be aired on TV as well as digital mediums, social media platforms and across content sites on the internet.
“Now that we are all working and schooling from home, we realize the importance of having the right furniture in the right spaces,” said Debarjyo Nandi, Executive Vice President, Law & Kenneth Saatchi & Saatchi. “The film is only a representation of today’s situation hence real and relatable, and this time we have chosen to give a unique quirky treatment to make it fun and different.”
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Trishay Kotwal, Pritam Shettigar, Gauri Gokarn, Anand Vyas, Smita Misra,
Stacy Samuel, Bharat Gujarathi
Account Management: Debarjyo Nandi, Nivedita Lahiri, Shubhrav Phate
Account Planning: Snehasis Bose, Disha Pinge
Senior Agency Producer: Vijay Vigamal
Production House: Prodigious Brand logistics
Director: Rahul Nangia
Director of Photography: Varun Sud
Executive Producer: Chahna Rupani
Producer: Keyur Gutka
Associate Producer: Rajdeep Rahi
Music Director: Rahul Pais
Art Director: Surbhi Ladha
Post Production: After Studios
Post Producer: Mahesh Hasolkar
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