Pepperfry: Kuch Badal Ke Dekhiye

Srinivas Dev Madala

Online furniture retailer pepperfry.com used TV, print and digital to build an emotional connection with customers in India during Diwali.

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...

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