WCRC Brands Illustrated up till 15 October | Page 60

BI Campaigns

DIL HAI

HINDUSTANI

‘Get More
than You

EXPECT’

P

epperfry, an online furniture and home marketplace,
has launched a campaign which comprises three
TVCs.
The campaign hopes to appeal to a larger market. The
campaign is built on the key drivers that motivate customers

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DilHaiHIndustani, a two week long social
media campaign was launched recently
by Make-My-Trip to commemorate
Independence Day. The campaign
sought to showcase the essence of Freedom as
well as glimpses into India’s freedom struggle.
The campaign depicts the freedom struggle
in the form of a mobile-responsive graphic
novel. This approach was adopted to make
the narrative more appealing to the younger
audience.
The feature-“Then & Now” exhibiting
landmarks and locations that were central to
India’s freedom movement, contrasting the past
and the present was treated to the audience to
walk down the memory lanes of the history.
The #DilHaiHindustani campaign kickstarted with the “Freedom to Travel” campaign,
where-in followers were encouraged to share
a destination where they felt the most free and
why. The campaign gave away special holiday
offers as well on their travel site.
The promotional campaign received
appreciation from the Makemytrip fans and
followers.
to purchase furniture online. Besides that, it also tackles the
apprehensions around buyer dissonance by showcasing the
ease of returns.
Each ad focusses on a different aspect of the brand’s service.
The first ad features a couple, having a debate over buying
a coffee table online. The girl asks, “What if I don’t like it?” to
which the man casually replies, “We’ll return it”,
emphasising on the company’s easy
return policy.
The next in the series stars Radhika Apte
and Zeeshan Ayyub Khan. The man seems
apprehensive about buying a new bed and
the woman surprises him with one. Here,
the brand tries to say that the furniture is
inexpensive.
The third ad shows a man sitting on a new
sofa he’s bought, when the woman enters,
wondering if he knows anything about sofas.
However, she approves of his choice when
she finally sits on it, highlighting the quality of the furniture.
The communication focusses on the key barriers that keep
people from buying furniture online. The campaign is executed
by Saatchi & Saatchi, and aims to extend to digital, outdoor,
cinema and social media, apart from TV.