ITV

Tag: Pepperfry

  • Pepperfry launches b’day campaign

    Pepperfry launches b’day campaign

    MUMBAI: Pepperfry.com has come up with a new marketing campaign to celebrate its fifth anniversary. It is giving discount of up to 50 per cent plus 10 per cent cashback to consumers.

    The campaign is being aired across entertainment, English infotainment, movies, and lifestyle channels and select Hindi GEC HD channels/properties and regional channels. The total outlay for the campaign is Rs 5 crore. The campaign is also being run across digital and social platforms.

    Pepperfry CMO Kashyap Vadapalli said that they were proud to be one of the few start-ups that had gone from strength to strength.

  • AXN targets 30 per cent market share with new shows; sees demand from south India

    AXN targets 30 per cent market share with new shows; sees demand from south India

    MUMBAI: Continuing to establish its Live RED strategy from two ends, ie, product to channel and consumers gratification to characteristics is this English Entertainment channel.

    Sony Pictures Networks’ (SPN) AXN a few months ago launched a new brand positioning with a new look and feel catering to the changing audience taste. With a more intelligent action offering, the channel witnessed better performance from the south of India than the overall market. With 40 per cent viewership share coming from Kerala followed by 36 per cent from Hyderabad, AXN India sees its traction coming from the upwardly mobile young people of 15-35 age group.

    To build upon its familiarity and characters, it has initiated a mixed content proposition consisting of new shows and returning shows with new seasons. It is all geared up to air four new shows starting this weekend in their “Fresh From the US” slot. Two brand new shows that have been added to its library are – Bull and MacGyver whereas the other two are new seasons of cult shows – Supernatural and Elementary.

    From taking various steps for its consumer behaviour association to what it stands for, the channel’s efforts at show and characterisation has worked well. It recently rolled out its HD feed, and has numerous advertisers on board from the automobile and ecommerce categories like Pepperfry, Amazon and eBay.

    “Whenever we launch a new show under this slot, we make sure that the character, show premise and the grade of the show helps building our strategy. We want to cater to both influencers for whom it is about bringing new shows hot from the US and to the adapters community who are easing into the English entertainment space. They not only watch new shows but also see certain old shows right from the beginning. So when we bring fresh shows from the US, they are available throughout the year,” said SPN India executive VP and business head English Entertainment cluster Saurabh Yagnik.

    The channel, which currently has a market share of 18-20 per cent,will continue to back its investments to fulfill its vision to get 30 per cent market share by the end of 2017.

    It might also look at producing local content for the viewers though that will not be the core of their strategy. “International shows will be the core for AXN. The viewers come to us for that,” voiced Yagnik. ” If we get into local programming, what we need to be mindful of is the kind of properties we put in the channel today are on top of the line through the production quality. Whatever we do here, we have to deliver to their values and standards. It could be something going forward.”

    The story of the young and quirky Angus MacGyver, with unconventional problem solving abilities & vast scientific knowledge will be highlighted in MacGyver every Saturday at 11 pm.

    Whereas it’s other new show, Bull will air on Sundays at 11 pm. Brilliant, brash and charming Dr. Jason Bull is not just another psychologist but the ultimate puppet master. He Combines psychology, human intuition and high tech data to win in high-stake trials. The show revolves around the ubersuccessful psychologist and his impeccable style.

    AXN is also raising its entertainment quotient on weekends with brand new seasons of iconic shows at 10 pm. The season 12 of Supernatural will be aired on Saturdays whereas detective Sherlock Holmes and Joan Watson in Elementary season 5, will be seen solving mysterious cases every Sunday.

    “At AXN, our aim is to offer a wide range of shows across genres that provide mind rush, edge-of-the-seat entertainment and desirable characters. FFUS is one such property that gives all three. It also helps in building the English GEC category – Getting to watch new shows in good quality on their TV sets certainly discourages viewers from downloading content. It’s a win-win situation,” concluded Yagnik.

  • AXN targets 30 per cent market share with new shows; sees demand from south India

    AXN targets 30 per cent market share with new shows; sees demand from south India

    MUMBAI: Continuing to establish its Live RED strategy from two ends, ie, product to channel and consumers gratification to characteristics is this English Entertainment channel.

    Sony Pictures Networks’ (SPN) AXN a few months ago launched a new brand positioning with a new look and feel catering to the changing audience taste. With a more intelligent action offering, the channel witnessed better performance from the south of India than the overall market. With 40 per cent viewership share coming from Kerala followed by 36 per cent from Hyderabad, AXN India sees its traction coming from the upwardly mobile young people of 15-35 age group.

    To build upon its familiarity and characters, it has initiated a mixed content proposition consisting of new shows and returning shows with new seasons. It is all geared up to air four new shows starting this weekend in their “Fresh From the US” slot. Two brand new shows that have been added to its library are – Bull and MacGyver whereas the other two are new seasons of cult shows – Supernatural and Elementary.

    From taking various steps for its consumer behaviour association to what it stands for, the channel’s efforts at show and characterisation has worked well. It recently rolled out its HD feed, and has numerous advertisers on board from the automobile and ecommerce categories like Pepperfry, Amazon and eBay.

    “Whenever we launch a new show under this slot, we make sure that the character, show premise and the grade of the show helps building our strategy. We want to cater to both influencers for whom it is about bringing new shows hot from the US and to the adapters community who are easing into the English entertainment space. They not only watch new shows but also see certain old shows right from the beginning. So when we bring fresh shows from the US, they are available throughout the year,” said SPN India executive VP and business head English Entertainment cluster Saurabh Yagnik.

    The channel, which currently has a market share of 18-20 per cent,will continue to back its investments to fulfill its vision to get 30 per cent market share by the end of 2017.

    It might also look at producing local content for the viewers though that will not be the core of their strategy. “International shows will be the core for AXN. The viewers come to us for that,” voiced Yagnik. ” If we get into local programming, what we need to be mindful of is the kind of properties we put in the channel today are on top of the line through the production quality. Whatever we do here, we have to deliver to their values and standards. It could be something going forward.”

    The story of the young and quirky Angus MacGyver, with unconventional problem solving abilities & vast scientific knowledge will be highlighted in MacGyver every Saturday at 11 pm.

    Whereas it’s other new show, Bull will air on Sundays at 11 pm. Brilliant, brash and charming Dr. Jason Bull is not just another psychologist but the ultimate puppet master. He Combines psychology, human intuition and high tech data to win in high-stake trials. The show revolves around the ubersuccessful psychologist and his impeccable style.

    AXN is also raising its entertainment quotient on weekends with brand new seasons of iconic shows at 10 pm. The season 12 of Supernatural will be aired on Saturdays whereas detective Sherlock Holmes and Joan Watson in Elementary season 5, will be seen solving mysterious cases every Sunday.

    “At AXN, our aim is to offer a wide range of shows across genres that provide mind rush, edge-of-the-seat entertainment and desirable characters. FFUS is one such property that gives all three. It also helps in building the English GEC category – Getting to watch new shows in good quality on their TV sets certainly discourages viewers from downloading content. It’s a win-win situation,” concluded Yagnik.

  • Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    MUMBAI: Pepperfry has taken on the task of expanding the online furniture category through a new 360 degree marketing campaign.

    The campaign comprises three creative executions which will be aired on television, across digital video channels and in multiplexes. This 360 degree campaign will also include outdoor, a bouquet of digital media including Search, display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs10 Crore.

    Commenting on the objective of this campaign, Pepperfry CMO Kashyap Vadapalli said “Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

    Talking about the insight and idea, Law & Kenneth Saatchi and Saatchi VP Debarjyo Nandi explained, “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

    The customer insight behind Pepperfry’s new 360degree marketing campaign reflects furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience.

  • Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    Pepperfry to spend Rs 10 crore on latest 360 degree campaign

    MUMBAI: Pepperfry has taken on the task of expanding the online furniture category through a new 360 degree marketing campaign.

    The campaign comprises three creative executions which will be aired on television, across digital video channels and in multiplexes. This 360 degree campaign will also include outdoor, a bouquet of digital media including Search, display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs10 Crore.

    Commenting on the objective of this campaign, Pepperfry CMO Kashyap Vadapalli said “Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”

    Talking about the insight and idea, Law & Kenneth Saatchi and Saatchi VP Debarjyo Nandi explained, “There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution to getting your furniture on-time, at a fixed price and the design and finish you want.”

    The customer insight behind Pepperfry’s new 360degree marketing campaign reflects furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience.

  • Pepperfry gets festive with clutter-breaking Diwali campaign

    Pepperfry gets festive with clutter-breaking Diwali campaign

    MUMBAI: For one of India’s premier festivals Diwali, Pepperfry has planned an ad campaign with a clutter-breaking message that builds on this Diwali spirit.

     

    The campaign has been conceptualised by L&K Saatchi & Saatchi. The ad builds on the communication that unlike the transactional nature of every day interactions, in this festive season people have an opportunity to reflect on their behaviours and actions and their relationships with others.

     

    Pepperfry used this insight to showcase that people can undertake ‘good actions’ to form an emotional bridge with others.

     

    The coming together of the festive social context along with the individual transformation becomes a powerful catalyst for good action, which is what Pepperfry captures in the message “Iss Diwali Kuch Badal Ke Dekhiye.” The brand associates with the communication as a key enabler of good actions, thereby altering relationships positively.

     

    The TV campaign is live across a bouquet of English infotainment, entertainment, movies, and lifestyle channels, select Hindi HD general entertainment channels (GECs) as well as some regional channels.

     

    The message is also supported by in-cinema advertising across the top seven cities and outdoor in top four markets. It will also be propagated across the digital and social platforms like Google, YouTube and Facebook.

     

    Pepperfry’s earlier campaigns have stressed on rational benefits like quality products and service level standards of free & efficient delivery and assembly along with the other core category triggers. Now, Pepperfry is establishing the emotional benefits of the transformation that its products can bring to people’s lives.

     

    Talking about the TVC, L&K Saatchi and Saatchi executive creative director Kartik Smetacek said, “Diwali seemed like the perfect occasion for pepperfry.com to widen its ambit of communication and own a larger brand idea. That’s where the ‘Iss Diwali, kuch badal ke dekhiye’ campaign was born. The films seek to reinvent the role of furniture, which is not traditionally seen as a gifting item. By design, the stories are subtle and warm, keeping away from the dhoom and dhamaka of typical Diwali advertising, to instead capture the spirit of the festival.”

     

    The storyline is inspired by real life situations that will encourage people to introspect and experience how shift in attitudes and thinking can lead us to make a difference via the ad’s core message.

     

    L&K Saatchi & Saatchi senior vice president Debarjyo Nandi added, “This Diwali, Pepperfry has made a change. And its message is just that, ‘to make a change’ by reaching out to someone and spreading the happiness. In these TVCs we have used furniture as the trigger for this change.”

     

    Pepperfry chief marketing officer Kashyap Vadapalli said, “In the past 18-24 months, brand Pepperfry has grown significantly and established itself as the number one destination for furniture and other home products in the country. We are now in a position to move beyond communicating just the features of a great furniture product or experience to establish Pepperfry as an agent of transformation. We’ve tapped into the Diwali festive spirit to make an appeal to the consumers to: ‘Iss Diwali Kuch Badal Ke Dekhiye.’”

     

    Vadapalli further added, “We really want consumers to make a change and connect with the goodness within themselves, something that they don’t do in their busy daily routines, and then extend that connect to the brand because of the key role it can play in how this life enhancement can be manifested.”

  • Kyoorius launches ‘Melt’; says not competing with Goafest

    Kyoorius launches ‘Melt’; says not competing with Goafest

    MUMBAI: “Today there is a lot of talk about digital media, technology and data, but ultimately ours is an “ideas” business. And it’s great ideas that build great brands,” announced GroupM South Asia CEO CVL Srinivas. 

    Clinging on the same lines has witnessed the birth of a festival of creativity – Melt 2015, at the convergence of advertising, digital, media, marketing and emerging technology.

    Launched by Kyoorius in partnership with the three lords in the media and entertainment sector – D&AD, GroupM and Zee Entertainment Enterprises, the two day festival is an attempt to fill the gap, which addresses the blurred lines of advertising, marketing and digital space.

     

    “We felt there is nothing happening in India that stimulates the entire marketing and communications industry at large. So while there is something happening for the marketing, advertising and digital independently, it does not happen at the convergence of all these three put together,” said Kyoorius CEO Rajesh Kejriwal. 

    Elaborating on choosing the name Melt for the event, Kejriwal said that the lines are blurring today. “The media company is also doing creative and digital work and then there are digital agencies that are doing creative work. Advertising agencies have opened their own digital houses. It has all become a melting pot and so the name.”

     

    The festival doesn’t have sponsors, but has partners. These include: Hindustan Times, Happy Finish, Afaqs, Pepperfry, Future Laboratory, Hyper Island, The Partners, BrandMusiq, One Eyeland, Maxus, YouTube, Google, BARC and many more in the pipeline.

    To be held on 21 and 22 May at Nehru Center and NSCI at Worli, Mumbai, the festival will be filled with seminars, exhibitions and workshops, which will culminate with the Kyoorius Advertising and Digital Awards Night on 22 May to be held at NSCI Stadium. 

    Kyoorius expects close to 5000 delegates and 60 speakers attending the event across the two days. The event could also see close to 25 partners. “Next year will be larger wherein people from South East Asia will also be participating,” informed Kejriwal. 

    A lot of research has gone into creating the festival. “We met a number of marketing people and understood their problems and the terms that they didn’t understand, which could range from content marketing to brand activation. Through the research we found that there was a common problem between the media and the marketing people and so we wanted to put content that addresses their core issues,” added Kejriwal. 

    The sessions will address all issues across platforms. Starting with a creativity conference, which is aimed at the advertising community, day one will also see learning for the media people, for Facebook and Twitter marketing, session on measurement with the coming in of new ratings body amongst others.

    “Different partners have come onboard to curate content. There will be workshops like the Sonic branding workshop, YouTube workshop on launching a YouTube channel, on being a YouTube star etc,” informed Kejriwal. 

     

    According to GroupM’s Srinivas, the benefit of an event like this is that it can attract talent. “The biggest challenge as an industry is to be able to attract talent and then sustain them, because over a period of time advertising doesn’t remain an attractive career option. It is through events like these that we will bring the advertising sector back on the radar of young talented people and show them how attractive the sector is.”

    Talking about the reason for GroupM’s association with Zee Melt 2015, Srinivas said, “We wanted to play a role in showcasing what the industry does overall, especially the creative side of the industry, to get the young talent excited about the industry and hopefully to improve the talent quotient of the industry.”

    On Zee’s association with Melt 2015 Zee corporate brand head Roland Landers said, “When Kyoorius pitched the idea, we felt that it blended with what Zee does as a corporate brand.”

    Zee currently boasts of two brand intellectual properties: Zee Leadership series, targeted at CFOs and Zee Mindspace targeted at the CMOs. “When we looked at the Kyoorius event, it looked like a longer version of the Zee Mindspace event,” reasoned Landers.

    The network on day one will look at crowd sourcing of content. “We are a content company and we believe that anybody who has a good content idea can come to us with the idea. We will evaluate that through our screening process and the short-listed ones will be further evaluated by our senior team at the venue. If we like the idea, we can back it as well,” informed Landers.

    Zee has in the past partnered with a number of events from Goafest to AAAI, but this one is too close to its heart. Landers explained, “In events like Goafest, we are merely a presenting sponsor or title sponsor but beyond that we don’t get an opportunity to use our creative talent anywhere. With Melt, we believe it is the partnership that will evolve because we are integrating our own IP into this.”

    Many in the sector feel that the two day festival is in direct competition to the upcoming Goafest. When quizzed about the same, Kejriwal said, “There is a need for not just one or two but four such events.”

    He added, “Goafest is a great event, but then we do need more such events. The industry has 25,000 people, Goafest gets some 2000 to 3000 people, Melt 2015 should get close to 5000 people, but there are so many more people and learning doesn’t stop.”

    Kejriwal also feels that considering such events are targetted more at the younger lot, it is important to have an event of this scale in different parts of the country. “Not everyone can go to Goa and so we decided to keep it in Mumbai,” said Kejriwal while adding that since Delhi is a growing market, Kyoorius will be doing an event sometime next year in Delhi as well. 

    Echoing the same, Srinivas said that the industry can do with a lot more events like Goafest and Melt. “As an industry, we are still very young and there is a long way to go. We don’t see anyone competing with the other,” said Srinivas.
     

    The list of final speakers and the public announcement with regards to the event will be done between 15-20 April.

  • Gozoop bags Pepperfry.com’s social media biz

    MUMBAI: Pepperfry.com, the eCommerce portal, has handed over its social media mandate to Gozoop Online.

    Based in Mumbai and Dubai, Gozoop is a digital marketing agency that has been helping brands with its online marketing services.

    The digital agency will spearhead the Facebook marketing strategy for Pepperfry and help them connect with their target. It will also ensure valuable inputs for key strategic decisions, in order to maintain sync between the online and offline activities.

    Gozoop.com CEO Rohan Bhansali said, “It‘s amazing to work with a team so young and energetic such as that of Pepperfry. We share a similar culture here at Gozoop. Since we specialize in online marketing solutions for eCommerce businesses, Pepperfry will get the very best of what we have to offer!”

    Pepperfry.com chief marketing officer Rajesh Iyer added, “The young team of Gozoop brings to the table lots of energy and cutting edge new ideas and we see a good cultural fitment in this association. Gozoop will help Pepperfry add excitement to its social media marketing initiatives.”

    Founded in 2011 by ex eBay employees Ambareesh Murty and Ashish Shah, Pepperfry.com is an Indian lifestyle e-commerce marketplace offering a diverse selection of products across multiple lifestyle categories.

  • Pepperfry awards social media mandate to Windchimes

    Pepperfry awards social media mandate to Windchimes

    MUMBAI: Windchimes Communications has bagged the social media mandate for the online lifestyle portal, Pepperfry.com.

    Windchimes will help the brand launch on social media and expand its user base by engaging the right set of audience through targeted activities.

    Mumbai-headquartered Windchimes will build and execute social media strategy that will help the brand reach out to its audience active on social media. The agency will play a key role in creating buzz about the website’s key offerings and providing a fulfilling user experience, coupled with the social media advantage.

    Pepperfry.com, a social shopping company, sells home décor, clothing, jewellery, health and beauty products and accessories. It hosts a number of brands spanning a wide price-range. The company is aiming at making the online shopping experience for its users, more comfortable and better than offline retail.

    Trendsutra senior brand manager Meherzad Karanjia said, “It becomes imperative for an online brand like Pepperfry to interact with its audience that is constantly on a lookout for the newest in style trends. Windchimes will bring its expertise to the table, lending the brand the much needed boost. ”

    Windchimes Communications head maven Nimesh Shah added, “Social media provides seamless opportunities to build interest groups for a youth-oriented, lifestyle brand like Pepperfry. Building this brand online on social media is a great opportunity and we look forward to it. We would like to use social media to establish connect with people and generate word-of-mouth publicity for the brand so as to educate the audience about Pepperfry’s brand proposition.”