Ad Campaigns
Pepperfry launches ‘Why Wait for Diwali’ campaign
Mumbai: E-commerce furniture and home décor company – Pepperfry has launched its new campaign, ‘Why Wait for Diwali.’ The campaign, built on the idea that Diwali shopping often becomes a last-minute rush, encourages customers to start shopping early. By showcasing common frustrations like out-of-stock items, missed deals, and the stress of rushing, Pepperfry connects with families preparing for the festive season. The campaign highlights the benefits of planning ahead, taking advantage of the ongoing sale, and enjoying a smoother shopping experience both online and in-store. ‘Why Wait for Diwali’ aims to help customers celebrate the festival without the pressure of unfinished shopping.
The message unfolds through a movie-style ad that depicts a family caught up in a frantic last-minute “mission planning” for their Diwali shopping. The family prepares for their shopping as if executing a military operation, using tactical lingo and serious expressions. As they start planning, they discover that an essential piece of furniture is out of stock, and their carpenter is unavailable for urgent repairs. Tensions rise as family members argue, capturing the stress of last-minute festival preparations. The ad concludes with a clear message: “Why wait for the last-minute chaos when you can shop peacefully now? Our ‘Why Wait for Diwali’ sale is already live! Avoid the rush, avoid the stress—shop early!”
Speaking about the latest campaign, Pepperfry’s lead – brand marketing Archana K said, “At Pepperfry, we understand the chaos and frustration that often comes with last-minute Diwali shopping. Through this campaign, we’re adding a touch of humour to remind people that the festive season doesn’t have to be stressful. By planning ahead and taking advantage of our ongoing sale, families can shop with ease, enjoying a wider range of choices and a more relaxed experience. Diwali is a time for joy and togetherness, and we’re here to help our customers celebrate with peace of mind, leaving the last-minute rush behind.”
The ‘Why Wait for Diwali’ campaign encourages customers to begin their festive shopping early, highlighting Pepperfry’s wide range of furniture, mattresses and home décor, both online and in over 150 stores across 100 plus cities.
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.
