Pepperfry launches campaign to celebrate Indian craftsmanship

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Pepperfry campaign

Pepperfry has launched its new campaign, Swadeshi Is Great, to promote and celebrate Indian artisans and their creations based on the core thought of Vocal for Local.

Pepperfry urges people to buy Swadeshi furniture not only because it is Indian, but also because it is superior building on key variables of purchase decision-making i.e. quality, style and value, through this campaign.

The brand 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.

Conceptualized by L&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.

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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.

Speaking about the campaign, Kashyap Vadapalli, Chief Marketing Officer & 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 & Kenneth Saatchi & 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 & Kenneth Saatchi & 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."


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

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