Soon enough the Indian market is going to be flooded with Diwali-focussed ecommerce and offline campaigns prompting consumer to make most of the Indian auspicious festival and engage in high-value purchase. But Pepperfry.com, an online furniture and home market platform has emerged as front runner in the race and launched a television campaign which seeks to serve as a precursor to Diwali.
The TVC has been conceptualised by Saatchi & Saatchi and consists of four films that highlight Pepperfry’s key proposition of offering value to its customers.
The campaign titled ‘Why wait for Diwali’ is a series to TVCs with the common objective of highlighting the value proposition offered by the furniture merchant that encourages consumer to make the purchase irrespective of the time of the year. The campaign features the Diwali excitement but it not promoting a Diwali sale unlike its ecommerce peers.
Debarjyo Nandi, Senior Vice President at Saatchi & Saatchi said, “Why wait for Diwali attempts to change the typical buying behavior prevalent in India. It builds on the insight that people postpone their purchases to Diwali hoping to get great festive deals even on things they really need now. We can all identify with these situations and that is what will bring a smile to your face.”
It catches the build-up to the upcoming festive season. Traditionally, furniture or other high value purchases are made at a festive time in India household and until last year ecommerce players were committed to capatalise on the festive euphoria in the market. But Pepperfry has changed that market dynamic by launching a TVC ahead of the festival with a different mindset.
The campaign emphasises on the common market perception that consumers tend to postpone important high value purchases in anticipation of the deals offered during Diwali and other festive occasions. But the campaign communication is sought after providing great value to customers at any time of the year. It also cajoles them to act now and not wait for the things they really need.
Kashyap Vadapalli, Chief Marketing Officer at Pepperfry said, “We got an overwhelming response during last year’s festive season. Since Diwali is a big buying season for our customers’ this year we have planned much in advance by firming up our operations at every level.”
He further added, “The consumer attitude is changing rapidly and we want them to jump the bandwagon of making important purchases all-round the year. Through this campaign we are promoting the underlying message of providing great value to our customers at any given point of time. We are expecting the purchasing sentiment to grow and acquiring new customers along the way.”
The TVC will run across a bouquet of English Infotainment, Entertainment, Movies, and Lifestyle channels and select HD channels/properties and select regional channels for the next few weeks. It will be supported by a cinema campaign across six cities and will come alive on digital and social platforms like Google, YouTube and Facebook.
On the business front, Pepperfry has witnessed unprecedented sales during Diwali season for the past three years. It has bolstered operations to provide a seamless and hassle-free shopping experience to customers. It has enlarged its product portfolio, doubled the logistical infrastructure by expanding fulfilment centres and, delivery and assembly capabilities.