GroupM's Motivator bags media mandate for Pepperfry

The account size of the Mumbai-based Pepperfry is estimated to be approximately Rs 80-100 crore

BestMediaInfo Bureau | Mumbai | August 4, 2015

Motivator, a media agency under GroupM, has bagged the media duties of online furniture and home products marketplace, Pepperfry. The account size of the Mumbai-based Pepperfry is estimated to be approximately Rs 80-100 crore. Over the last six months, Motivator has added several clients to its kitty, including brands like Honda Cars and Disney Studios.

As part of the media mandate, Motivator will be responsible for managing the traditional and digital media planning activities for Pepperfry. The agency will be working closely with the team at Pepperfry to plan and implement campaigns tapping various communication channels, including emerging media avenues.

Speaking on awarding its media duties to Motivator, Kashyap Vadapalli, CMO, Pepperfry, said, “We are confident about Motivator's ability to deliver innovative strategies to assist us in building a strong consumer brand. Their fresh approach towards media planning and the strong synergy with our plans makes it a cohesive partnership. We look forward to work with them.”

Reacting to the win, Trishul Bhumkar, General Manager, Motivator, said, “It's an exciting challenge to change the way Indian consumers buy furniture and we are excited to be a part of this challenge. In continuance of working with clients who expect business results rather than only media strategies, PepperFry is a great addition to the family. Motivator's best foot is forward in this challenge.”

The mandate to Motivator follows Pepperfry's strategy to step up the brand positioning in the minds of the consumers. The company recently raised $100 million from Goldman Sachs, Zodius Technology Fund, and existing investors Bertelsmann India Investments and Norwest Venture Partners. Some of their key initiatives include the opening of their pop-up stores in partnership with HomeStop, the premium home concept store from Shoppers Stop. In addition to this, they have also introduced a mobile app with augmented reality features to provide immersive shopping experiences to consumers.

Over the last two years, Motivator has cemented its position among the top 10 media agencies in India (as per RECMA ratings). The agency has also strengthened its senior team by appointing Kavita Acharekar (Client Leader, Business Engagement Team), Debarshi Chakravorti (National Head, Digital Communication and Planning), and Vijayant Dhaka (National Head of Digital Trading).

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