There are nearly two months to go for Diwali, India’s biggest festival of lights, crackers and loads of shopping. Families are waiting with bated breath to get that brand new car, that new TV or probably re-decorate the entire home with a fresh coat of wall paint and some new furniture. All they are waiting for is the big announcement – the Diwali bumper sale which clocks the year’s highest sales figures across categories.
Furniture e-tailer Pepperfry, however, is urging those looking for great deals on furniture to not wait for Diwali. “Why wait for Diwali’ says Pepperfry in its new campaign launched as a precursor to Diwali. Incidentally, the company always witnesses a rise in sales during Diwali season every year, and is looking to bank on the upcoming festivities earlier this year.
A series of four humourous films conceptualised by L&K Saatchi & Saatchi comprise “Why wait for Diwali’. The central theme is to convince furniture buyers waiting for Diwali discounts, to buy now, as Pepperfry offers great value at all times of the year.
In ‘Bed’ ad, the husband tries his best to not wake up his sleeping wife while getting into their creaking noisy bed. The voiceover questions them would they wait till Diwali to buy a new bed, and tells them about great deals at Pepperfry.
In ‘Recliner’ ad, the husband is seen constantly contorting his body in various positions to find the most comfortable position on a wooden chair even as his wife seated on a recliner nearby enjoys her TV watching time.
In ‘Book Shelf’ ad, the home of a happy book loving couple is shown littered with books stacked one over the other. The husband pulls out a book from the middle of one such stack, a lampshade barely standing on top of the pile loses balance and begins to fall down when the husband manages to catch it in time. Both the husband and wife heave a sigh of relief, but are soon faced with all book stacks losing their balance.
In ‘Dining’ ad, a couple has an embarrassing moment while at dinner with guests. The husband seats himself on a stool at the dining table as other chairs had been occupied and finds it difficult to reach out to the food on the table.
Humour seems to the norm in almost all advertising campaigns, be it for traditional brands or the new age tech brands pumped with investment. Every tech company targeting the millennial generation is employing humour to drive home the message. Read also: Humour Is Tricky But These Indian Brands Got It Right.
Grofers, the hyperlocal mobile commerce app did it for its latest campaign ‘We Get It’. Mobikwik, the mobile wallet app did it for its campaign ‘More than a wallet’. Urban Ladder, online furniture and home decor brand roped in pets for ‘Creature Comforts’ campaign to talk about the services of the etailer. Food tech startup, Faasos did it for its campaign ‘Aaj khane mein kya hai’.
We don’t know how much can Indian shopping behaviour change after watching ‘Why wait for Diwali’ ads. Specially, when it is hardwired within every Indian that Diwali is the time to buy new stuff including furniture. For a price-conscious consumer, it is difficult to believe that a company will offer him the same value now as he would be expecting during Diwali. We all know how prices are mildly raised by online ecommerce portals just before a sale and then displayed at hugely discounted rates during a sale.
Nonetheless, the new Pepperfry series of ads make great use of humour to drive home the point. Indeed, why wait for Diwali at all, when you can meet sales figures right away!