1. Our take: Pepperfrying the traditional mindset

Our take: Pepperfrying the traditional mindset

Aiming to break the traditional mindset, Pepperfry’s latest campaign cleverly turns the tables on offline furniture by questioning the consumer

By: | Updated: June 7, 2016 9:47 AM

Campaign: Stop Suffering
Brand: Pepperfry.com
Company: Pepperfry
Agency: L&K, Saatchi & Saatchi

Rating: ***

The Ad

The ad shows a girl trying to get a sofa set made at home, as her unconvinced grandfather looks on at the large sum of money being handed over to the carpenters. She assures him that it is a one-time investment. The next shot has him looking skeptically at the mess around the house, with material strewn all over, when his granddaughter assures him that it will be a unique piece despite a bit of wastage. As both of them sit on the finished sofa set, a leg gives way and the girl sheepishly remarks that as it is handmade, one needs to mentally be prepared for such small errors. The ad culminates with a voiceover that tells them to stop comprising and buy a hassle free, good quality sofa set on Pepperfry.

Our Take

Online furniture portal Pepperfry is back with yet another campaign highlighting the benefit of buying furniture online. A three-film campaign, the company attempts to convert consumers with a traditional mindset of having furniture being built at home by the local carpenter.

One of the films in the Stop

Suffering campaign, Don’t compromise, get the furniture you need, is entertaining as it highlights the ‘know it all’ attitude of the young granddaughter and the hapless grandfather.

Debarjyo Nandi, senior vice-president, L&K Saatchi & Saatchi, says, “People are still not sure if they are getting genuine products online because they haven’t touched or felt the product. Moreover, they are paying online before the product is delivered and these act as barriers. But the category promises features like easy returns and CoD, and we are trying to change the prevalent thinking.”

The ad cleverly addresses the problems faced in getting furniture built through various shots highlighting escalating costs, wastage of material, delay in delivery and finally, a poorly finished product. And all of this is done in typical Pepperfry style —with a dash of humour.

What works well are the relatable situations that transpire in almost every household when it comes to buying furniture. The TVC was conceptualised with the insight that 90% of Indians still prefer made-to-order furniture or buy it in showrooms. As a result, the TVC talks to these people. Pepperfry has allocated a budget of Rs 10 crore for the marketing spends on its latest campaign.

The online furniture segment is dominated by three main players — Pepperfry (launched in 2011), Urban Ladder (2012) and FabFurnish (2012), which have in the past released several campaigns highlighting the benefits of shopping for furniture online. However, even after three to four years, these portals are still trying to change consumer mindsets and increase category adoption through vanilla emotional storytelling or the humour route. Sure, the ad is funny, but does it induce one to buy furniture online? Your guess is as good as ours.

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