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<ul><li>The campaign is conceptualized by <keyword id="3086062" type="PERSON" weightage="20" keywordseo="LK-Saatchi-and-Saatchi">L&amp;K Saatchi and Saatchi</keyword>. </li><li>It encourages consumers to buy ‘Swadeshi’, not because it is Indian, but because it is superior.</li></ul><keyword id="864887" type="COMPANY" weightage="20" keywordseo="Pepperfry">Pepperfry</keyword> has launched its new campaign, Swadeshi Is Great, to promote and celebrate Indian artisans and their creations. The brand, which was conceived with the idea of building an ‘honest Indian’ company, impresses upon consumers the superiority of Swadeshi products on key variables of purchase decision-making i.e. quality, style and value. Through this heart-warming campaign, it urges people to buy Swadeshi furniture not only because it is Indian, but also because it is superior. Historically, majority of India's handcrafted furniture was exported primarily to premium retailers in the US and Europe. However, since its inception in 2012, Pepperfry has aimed to democratize the furniture industry in India. With its unique marketplace model and an extensive catalogue that comprises 90%+ 'Made in India' products, the brand has made authentic Indian furniture accessible and affordable in every corner of the country. Additionally, Pepperfry has also provided the local manufacturers and artisans access to a steady national market and pride from the fact that fellow Indians are using their handcrafted products. Having championed the cause of 'Made by Indians for Indians', Pepperfry has launched this three-part digital campaign to highlight that Indian is better and Indian is beautiful. It conveys that Indian furniture is not mass-produced and through each intricately carved piece a carpenter brings to life his expertise, craftsmanship as well as his rich lineage. Most of the furniture is made from hardwood like Sheesham, Teak, Mango and Acacia that lasts a lifetime and with beautiful designs, they are indeed priceless. Conceptualized by L&amp;K Saatchi and Saatchi, the first film captures a carpenter carefully working on a piece of furniture and as he finishes the article, he looks at his father and says that he has learnt this world-class manufacturing process from his abbu. The second film shows a carpenter that checks the wood of his furniture item, knocks it, varnishes it and critically eyes it before proudly claiming that this international quality piece is made in Ratangarh. The last video depicts a couple of carpenters painstakingly refine a motif as one of them proclaims that such edgy styling and design is their speciality. <div type="Youtube" id="9DEwKlyZpaA" title="International Quality | Furniture Proudly Made in India" thumbUrl="https://i.ytimg.com/vi/9DEwKlyZpaA/mqdefault.jpg"></div> <div type="Youtube" id="VQSMTVPpTYE" title="Edgy Styles and Designs | Furniture Proudly Made in India" thumbUrl="https://i.ytimg.com/vi/VQSMTVPpTYE/mqdefault.jpg"></div> Speaking about the campaign, Kashyap Vadapalli, Chief Marketing Officer &amp; Business Head, Pepperfry said, "Pepperfry has always endeavoured to democratize the furniture industry in India. A one-stop-shop for authentic Indian furniture and home décor, it has not only made beautiful handcrafted furniture affordable and accessible but also empowered local artisans and manufacturers. Through this campaign, we are celebrating these skilled craftsmen and encouraging consumers to buy Indian furniture not only because it is Indian but because it is superior, beautiful, durable and stylish." Debarjyo Nandi, Sr. Vice President, Law &amp; Kenneth Saatchi &amp; Saatchi, said, “Swadeshi is at the very core and essence of brand Pepperfry and a dominant part of its product portfolio. The campaign looks to instil pride in Indian made furniture and celebrate the craftsmen who create beautiful and world-class furniture right here in our homeland.” Trishay Kotwal, Executive Creative Director, Law &amp; Kenneth Saatchi &amp; Saatchi, added, "We wanted to deliver the message with simplicity and authenticity, really focusing on the skill and dedication of the master craftsmen who create these exquisite pieces. The entire campaign is an ode to swadeshi furniture and everything that goes into making it so special."

Pepperfry encourages consumers to buy Indian brands for their superior quality

<ul><li><keyword id="864887" type="COMPANY" weightage="20" keywordseo="Pepperfry">Pepperfry</keyword>’s latest ad brings a family together in a fun, playful way.</li><li>The ad is conceptualised by <keyword id="2633203" type="COMPANY" weightage="20" keywordseo="Law-Kenneth-Saatchi-Saatchi">Law &amp; Kenneth Saatchi &amp; Saatchi</keyword>.</li></ul>Pepperfry has launched a heartwarming yet puckish <keyword id="3090852" type="PERSON" weightage="20" keywordseo="Diwali-campaign">Diwali campaign</keyword> – Family times = Pepperfry times. Forging a deeper connect with its consumers, the TVC-led campaign highlights how, this year, individuals will be celebrating Diwali indoors with their loved ones and the role furniture plays in creating those moments and memories that bring the family together. The global pandemic has had far-reaching implications on people, but the one great thing it has resulted in is a much more strengthened bond with one’s immediate family. Having spent more time indoors, individuals are discovering both endearing and annoying things about them. They are indulging in nostalgic tales with ageing parents, playing with the little ones in between work calls, and making up for all the lost meals by breaking bread together every day on the dining table - all the things that couldn’t be accommodated in the previous hustle bustle and race against time. <div type="Youtube" id="vwfxT49mEVU" title="Pepperfry Diwali Sale - Kuch Apne Liye, Kuch Apno Ke Liye" thumbUrl="https://i.ytimg.com/vi/vwfxT49mEVU/mqdefault.jpg"></div> While everyone was embracing this new normal, furniture played a vital role in nurturing this bond, almost akin to a family member. The study table pivoted from silently participating in serious calls with colleagues and at other times helping cheer up a friend. The dinner table, which used to be a 1-2 person at a time affair due to conflicting schedules, now hosts buzzing family meals. The bed has become the center of a nightly game ritual for all. This Diwali, too, while card parties and glittery garden gatherings will be missing, it will be a more intimate family affair full of love and appreciation. And once again, it is furniture that will be at the core of all conversations, meals, entertainment and celebrations. Celebrating this, Pepperfry, a brand that sparks a feeling called home, has launched its new Diwali campaign. Conceptualized by <keyword id="2409473" type="COMPANY" weightage="20" keywordseo="LK-Saatchi">L&amp;K Saatchi</keyword> and Saatchi, the campaign kick starts with a TVC showcasing a father-daughter duo engaging in a witty banter, fighting for that one armchair, which rests in the best WiFi spot of the house. On realizing that he is about to lose, the father calls it truce by gifting another armchair to his daughter for Diwali, placed right next to his. Thus, Pepperfry comes to rescue with its Diwali sale with an underlying narrative of ‘Thoda apne liye, thoda apnon ke liye’. Talking about the latest campaign, <keyword id="707187" type="PERSON" weightage="20" keywordseo="Kashyap-Vadapalli">Kashyap Vadapalli</keyword>, Chief Marketing Officer &amp; Business Head, Pepperfry, said, “Pepperfry’s core proposition is to democratize the furniture category and make it an intrinsic part of people’s lives, making the brand almost synonymous to home. It has always partnered with its consumers to help create lasting memories. And this Diwali, we want to build on the connect and trust that we enjoy with our consumers. Through our Family times = Pepperfry times campaign, we aim to catalyze and encourage celebrations with family and friends in a joyful, intimate manner.” He also said – “The right furniture has come to the rescue of the - stay at home, work from home, study from home, entertain from home - Indian family over the last 7 months. Even as we look forward, all of us are acutely aware of the role that homes are playing in our lives - they are outsized, compared to earlier. In such a scenario having the right furniture to eat, work, play and relax is very important and who better than Pepperfry, the market leader, to turn to? I am excited that these films and the campaign will evoke exactly this response in the minds of consumers and drive the desired behaviours” Pepperfry has adopted a multi-pronged campaign approach, wherein the film will be aired on TV as well as digital mediums like Video Sharing platforms and social media platforms and across interesting content sides on the internet. Debarjyo Nandi, Executive Vice President, Law &amp; Kenneth Saatchi &amp; Saatchi, said, “Now that we are all working and schooling from home, we realize the importance of having the right furniture in the right spaces. The film is only a representation of today’s situation hence real and relatable, and this time we have chosen to give a unique quirky treatment to make it fun and different.”

Pepperfry's Diwali ad will remind you of all the times you fought with your loved ones for your favourite spot at home

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Pepperfry encourages consumers to buy Indian brands for their superior quality

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Pepperfry's Diwali ad will remind you of all the times you fought with your loved ones for your favourite spot at home

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