Ad Campaigns
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.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
