Pepperfry, furniture and home products marketplace completes six years of operations this January.
In these years Pepperfry has grown multifold and has built a strong franchise among furniture and home products consumers across the country.
Pepperfry on its sixth birthday has launched a 360-degree campaign to promote the sale communication that is led by a high-frequency television campaign comprising 4 films with 2 creative themes, currently playing on television. The main theme film is a musical film with customers, furniture artisans and Pepperfry delivery personnel joining in the revelry of the six-year birthday celebration. They are seen dancing around Pepperfry furniture in euphoria and expressing their happiness which is in-line with the signature brand tagline- Happy Furniture to You. The second theme is a series of 3 short films highlighting the key sale message – Tension Gaya Sale lene! encouraging consumers to join in the celebration and take full advantage of the exciting discounts on Pepperfry.com.
The total outlay for the campaign is INR 15 crore.
As Pepperfry turns 6, Kashyap Vadapalli, CMO and Business Head says, “We are proud and humbled by the love extended by our consumers who have helped us build India’s favourite home and furniture brand in just six years. Today, we are a nationally well-known brand despite operating in a highly fragmented segment and we want to give back this love to our consumer by celebrating our birthday with them. We are celebrating this occasion in a grand way by extending the season’s biggest discounts to Pepperfry customers and through some fun campaigns & contests across all our social channels.”
To make the birthday celebration special Pepperfry has also rolled-out a digital influencer campaign by roping in six of Bollywood’s leading new age singers- Benny Dayal, Jasleen Royal, Antara Mitra, Jonita Gandhi, Shalmali Kholgade, and Amit Mishra. These accomplished artists can be seen wishing Pepperfry “Happy Birthday” in their signature style on the popular social media channel, Instagram. Pepperfry is also running myriad contests, promotional gifts and a series of social media campaigns focusing on the birthday on Instagram, Twitter and Facebook.
(Source: www.brandequity.economictimes.indiatimes.com)
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