Know the story behind Pepperfry’s latest video ad campaign promoting Swadeshi furniture – Kashyap Vadapalli
In line with the ethics of being an ‘Honest Indian Company’ and to aid initiatives such as “Make in India” and “AatmaNirbhar Bharat”, Pepperfry launched the ‘Swadeshi Is Great’ campaign as an ode to Indian artisans.
We spoke to Kashyap and learnt the story behind the campaign.
Read on to know more about him, the campaign’s story, and their marketing strategy.
Kashyap’s professional life journey
Kashyap has been with Pepperfry for more than 7 years and leads the entire marketing function.
He is a member of the management team at Pepperfry and actively participates in the decision making process at the organizational level about matters like strategizing, personnel management, and processes.
He has the valuable experience of more than 20 years in Marketing and Brand Management & Business Building.
Before joining Pepperfry, he last acted as the CMO at eBay India. He is an MBA from IIM Calcutta and holds a B.E. in Electronics & Communication Engineering.
At Pepperfry, Kashyap manages all aspects of marketing and as Business Head for home categories, he leads merchant and supply acquisition, category management & merchandising teams.
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What kind of insights did you have for your latest “Swadeshi Is Great” campaign?
Earlier, the major production of India’s handcrafted furniture was directly exported to retailers in the US and Europe
However, since its inception in 2012, Pepperfry has aimed to democratize the furniture industry in India by supporting and promoting our local artisans.
As Indian-ness has always been at the core of brand Pepperfry, today, more than 90 plus percent of our product catalog houses products that are Made in India.
In line with our ethics of being an ‘honest Indian company’ and to aid initiatives such as “Make in India” and “AatmaNirbhar Bharat”, we have launched the ‘Swadeshi Is Great’ campaign as an ode to Indian artisans.
This three-part digital campaign highlights that Indian is better and Indian is beautiful. The campaign’s objective was to bring out the fact that each Indian carved piece of furniture is an art that a carpenter pioneers through his expertise, dedication, and craftsmanship.
The campaign believes in motivating Indian consumers to buy Swadeshi furniture, not because of patriotism but also they are superior in quality and design.
We have complemented the objective of this campaign with a special advantage of ‘Swadeshi Sale’, through which, customers can enjoy discounts and cashback.
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What was your marketing strategy during COVID?
While the whole nation was under lockdown due to this pandemic, the usage of digital media signiﬁcantly went up, not only for economic transactions but also for self-awareness and attaining knowledge.
Thus, we decided to route our communication through our owned platforms, like our website, email marketing, push notiﬁcations, and social media platforms like Twitter, Linkedin, Facebook.
We amplified this opportunity by molding our messaging to make it more relevant, interesting, and engaging for consumers.
We continued with our consumer-focused conversations, aimed at addressing their challenges and interests like tips for furniture maintenance, DIY interior décor, safe ways to rearrange your furniture, and so on.
This has resulted in an increase in consumer engagement.
Additionally, in line with our brand personality of being pioneering, intelligent, and conscious we looked at the content that helped the audience get up to date with the latest lifestyle choices.
For maintaining the curiosity of the customers and increasing their engagement with the brand, we organized various expert interactions and used fascinating content such as quizzes, trivia, etc.
To interact further, we even came up with some interesting live masterclasses on our social media platforms starring the in-house departmental experts like design head, omnichannel head, etc.
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Please name the team behind the campaign.
Agency: Law & Kenneth Saatchi & Saatchi
Creative Team: Trishay Kotwal, Pritam Shettigar, Gauri Gokarn, Shahid Sheikh, Anand Vyas, Smita Misra
Account Management: Debarjyo Nandi, Nivedita Lahiri, Shubhrav Phate
Account Planning: Snehasis Bose
Senior Agency Producer: Vijay Vigamal
Production House: Prodigious Brand logistics
Director: Deepak Thomas
Director of Photography: Harshvir Oberoi
Executive Producer: Chahna Rupani
Producer: Keyur Gutka
Associate Producer: Rajdeep Rahi
Music Director: Anand Bajpai
Vo Artist: Shashank Vaity
Post Production: After Studios
Pepperfry was launched in 2012 as a lifestyle e-commerce marketplace for fashion, jewellery, beauty and home products.
It was founded on the core values of honesty, Indian-ness and fun. In 2013, we made a conscious decision to move out of other categories and focus solely on the home and furniture sector, which alone formed 60-70% of our business.
In a short time, Pepperfry rooted its position as leading online home and furniture segment by establishing special competencies to serve the market and bridge the prevailing gaps in the segment.
For a big-ticket category such as furniture, we realized that Indian consumers need to touch and feel the product before purchasing.
Further, we recognized the need to have multiple touch-points and a strong interface with the consumers for a more seamless experience and enhanced convenience.
Therefore, in 2014, we pioneered the omni-channel model in the home and furniture industry through the launch of our ﬁrst Studio Pepperfry in Mumbai. Today we operate through 60 plus Studios across 20 plus cities.
These Studios have evolved as key consumer touch points and contribute around ~25 per cent to our overall business.
To elevate our customer experience further and bolster our position in the market, we built our own big-box logistics network in 2013, becoming the ﬁrst-of-its-kind in the online furniture
This has helped the marketplace in not only rationalizing time and costs but also overcoming sectoral challenges around damages and handling issues.
Today, Pepperfry has India’s largest B2C last mile delivery with over 400 trucks, a team of 250 carpenters, 19 hubs and we cater to 500+ cities across the nation.
Acknowledging how Indian consumers have limited accessibility to quality and design- forward products, we launched our ten dynamic House Brands to fulﬁll the needs of our discerning consumers across demographics, thus democratizing the market.
The house brands namely, Woodsworth, Mintwud, CasaCraft, Amberville, Bohemiana, Mudramark, Mollycoddle, Primorati, Mangiamo, and Clouddio not only have differentiated characteristics but also cater to the mass, mass premium and premium category across furniture and décor products.
Over the years, these house brands have evolved into leading brands on the marketplace, contributing 50 plus per cent to Pepperfry’s overall revenue.
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