{"id":1756,"date":"2016-06-13T20:00:29","date_gmt":"2016-06-13T14:30:29","guid":{"rendered":"http:\/\/ravi.rajiniravi.com\/blog\/?p=1756"},"modified":"2016-06-13T17:19:38","modified_gmt":"2016-06-13T11:49:38","slug":"pepperfry-ads-an-insight-nothing-else","status":"publish","type":"post","link":"https:\/\/ravi.rajiniravi.com\/blog\/2016\/06\/pepperfry-ads-an-insight-nothing-else\/","title":{"rendered":"Pepperfry ads &#8211; An insight &#038; nothing else <Period>"},"content":{"rendered":"<p>The process of setting up a new home is exciting at the beginning but also tiring. Having shifted 5 houses in the last 10 odd years thanks to lease agreements and setting up a new house from scratch, I can vouch for it. Colouring, moving in, setting things up \u2013 exciting but tiring. The same holds for buying furniture or getting furniture done.<\/p>\n<p>Exciting because, there is change. You are going to make your home beautiful. There is also the aspect of learning \u2013 reviewing and looking at new things especially material and designs.<\/p>\n<p>Then, there are a whole lot of things that makes the process tiring. If you are buying an off the shelf product,\u00a0 choosing an appropriate design keeping in mind the dimensions and budget, checking multiple shops, figuring out what to do with your old furniture, checking the delivery schedule, the list goes on\u2026 If you are getting furniture made, zeroing on the carpenter, checking with references on the quality of his work, finalising design and budget, finalising material etc., are just the beginning of the process. After which are the few days or weeks of agony when the work is getting done at your home. Noise, smell, stowing away stuff and cleaning after the days work are very painful as well.<\/p>\n<p>In this light, the new Pepperfry ads piqued me on first watch. I thought the situations were set up very nicely so I set out looking for them online. Here are 3 of them\u2026<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/6Lir5ylAFS4?list=PLu1tQpeOPKjdBbcLrjKtisDq1S_CORzxN\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Then, when I looped through them a few times, I was rather disappointed.<\/p>\n<p>The first question is, are the setup situations legitimate insights? Talk to any person getting furniture done, you will get them rattling off these commonplace issues. There are some more\u2026 running around, delays, finish not as desired etc., But to give Pepperfry and the ad agency credit, they are the first to exploit these will known customer beliefs leaving them unusable by any competitor, or player in the larger category.<\/p>\n<p>The other reason why I will give some credit to Pepperfry is that, they seem to have expanded their competitive set. Rather than targeting those who are likely to buy ready made furniture, they are talking to those who are getting furniture done at home which is a much bigger market. And this is also the place where I think they faltered big time.<\/p>\n<p>In the second part of the ad, where they need to talk about \u2018why Pepperfry\u2019, there is absolutely nothing to take the setup forward. \u2018Stop suffering\u2019, \u2018don\u2019t compromise\u2019 and \u2018leave the hard work to us\u2019 are the most generic differentiators they could choose from. These statements can be stated by any furniture seller \u2013 offline or online.  And when anyone can say these, the one who says this the loudest or the most, typically wins. And that\u2019s where, I think, this ad fails.<\/p>\n<p>\u2018The largest range\u2019 is something that can differentiate them, but in the 2 ads where it is used, it is loosely thrown in without any link to the setup and you would miss it completely if you aren\u2019t listening to the voice over keenly. [BTW, I also think this can be challenged by competitors as it can be construed as a claim and there is no substantiation provided for it in the ads. Urban ladder, are you reading this, take them to <a href=\"http:\/\/ascionline.org\/index.php\/lodge-ur-complaints.html\" target=\"_blank\">ASCI<\/a>]<\/p>\n<hr>\n<p>And just as I was writing this, I noticed an ad for <a href=\"https:\/\/www.youtube.com\/watch?v=ytyha0BJcsA\" target=\"_blank\">Lenskart<\/a> on TV, which signs off, \u2018download the app and see your lenses being made by a robot!\u2019 I felt it was so silly a sign off that I missed the key message \u2013 \u2018India\u2019s Only 3 decimal tested, 100% accurate precision lenses made by robots.\u2019 Going through the ad in detail, I think the statements made are misleading (given the situations shown and use of reading glasses) and disputable (claim). <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The process of setting up a new home is exciting at the beginning but also tiring. Having shifted 5 houses in the last 10 odd years thanks to lease agreements and setting up a new house from scratch, I can vouch for it. Colouring, moving in, setting things up \u2013 exciting but tiring. The same [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"book_review_cover_url":"","book_review_title":"","book_review_series":"","book_review_author":"","book_review_genre":"","book_review_isbn":"","book_review_publisher":"","book_review_release_date":"","book_review_format":"","book_review_pages":"","book_review_source":"","book_review_rating":"","book_review_summary":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"jetpack_featured_media_url":"https:\/\/ravi.rajiniravi.com\/blog\/wp-content\/uploads\/2021\/01\/photo-1547139559-c89c59d117611.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1756","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/comments?post=1756"}],"version-history":[{"count":1,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1756\/revisions"}],"predecessor-version":[{"id":1757,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/posts\/1756\/revisions\/1757"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media\/3979"}],"wp:attachment":[{"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/media?parent=1756"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/categories?post=1756"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ravi.rajiniravi.com\/blog\/wp-json\/wp\/v2\/tags?post=1756"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}