L&K Saatchi & Saatchi India and Pepperfry reach out to help people change behavior this Diwali

L&K Saatchi & Saatchi has conceptualized a Diwali campaign for Pepperfry, exhorting viewers and consumers to make a change in their mind-sets, reach-out to people around them and take some positive action that does good.

Diwali and the days leading up to it – Dussehra, Navratri, Durga Puja etc. – is not only India’s premier festival season but is also a period when people make efforts and take time to strengthen their family and social ties. Pepperfry decided to approach the season with a clutter-breaking message that builds on this Diwali spirit. Unlike the transactional nature of every day interactions, in this festive season there is an opportunity for people to reflect on their behaviors and actions and their relationships with others.

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Pepperfry used this insight to showcase that people can undertake ‘good actions’ to form an emotional bridge with others.

The coming together of the festive social context along with the individual transformation becomes a powerful catalyst for good action, which is what Pepperfry captures in the message “Iss Diwali Kuch Badal Ke Dekhiye”. The brand, Pepperfry, associates with the communication as a key enabler of good actions, thereby altering relationships positively.

The TV campaign is live across a bouquet of English Infotainment, Entertainment, Movies, and Lifestyle channels and select Hindi GEC HD channels/properties and regional channels. The message is also supported by in-cinema advertising across the top 7 cities and outdoor in top 4 markets. It will also be propagated across the digital and social platforms like Google, YouTube and Facebook.

The campaign, conceptualized by L&K Saatchi & Saatchi motivates people to look inside and spread ‘good’ through an innovative narration. Talking about the TVC, Kartik Smetacek, Executive Creative Director, L&K Saatchi and Saatchi said, “Diwali seemed like the perfect occasion for pepperfry.com to widen its ambit of communication and own a larger brand idea. That’s where the ‘Iss Diwali, kuch badal ke dekhiye’ campaign was born. The films seek to reinvent the role of furniture, which is not traditionally seen as a gifting item. By design, the stories are subtle and warm, keeping away from the dhoom and dhamaka of typical Diwali advertising, to instead capture the spirit of the festival.”

The storyline is inspired by real life situations that will encourage people to introspect and experience how shift in attitudes and thinking can lead us to make a difference via the message: “Iss Diwali Kuch Badal Ke Dekhiye”.

Debarjyo Nandi, Sr. Vice President, L&K Saatchi & Saatchi says, “This Diwali, Pepperfry has made a change. And its message is just that, ‘to make a change’ by reaching out to someone and spreading the happiness. In these TVCs we have used furniture as the trigger for this change.”

Speaking about the campaign, Kashyap Vadapalli, Chief Marketing Officer, Pepperfry says, “In the past 18-24 months, brand Pepperfry has grown significantly and established itself as the number one destination for furniture and other home products in the country. We are now in a position to move beyond communicating just the features of a great furniture product or experience to establish Pepperfry as an agent of transformation. We’ve tapped into the Diwali festive spirit to make an appeal to the consumers to: ‘Iss Diwali Kuch Badal Ke Dekhiye'”

He further adds, “We really want consumers to make a change and connect with the goodness within themselves, something that they don’t do in their busy daily routines, and then extend that connect to the brand because of the key role it can play in how this life enhancement can be manifested.”

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