Campaign details
Brand: PepperfryBrand owner: PepperfryLead agency: L&K Saatchi & SaatchiCountry: IndiaIndustries: Furniture & furnishings retailMedia channels: Cinema, Online display, Online video, Social media, TelevisionBudget: 1 - 3 million
Executive summary
This case study sheds light on how Pepperfry, a major player in the online furniture category in India was successful in shifting the focus from functional benefits to positioning itself as a long-term "delight-giver".
It successfully broke the category codes of online "deal-centric shopping" and focused on what Pepperfry believed it brought into a home and to...