Windchimes wins Pepperfry.com's social media duties

The recently-launched lifestyle e-commerce portal Pepperfry.com has awarded its social media duties to Windchimes Communications after a multi-agency pitch. Two other agencies had also taken part in the pitch process.

The portal plans to spend about 75 per cent of its ad spends on digital and social media.

Meherzad Karanjia, senior brand manager, Trendsutra (the parent company of Pepperfry.com), says, "It becomes imperative for an online brand like Pepperfry to interact with its audience that is constantly on the lookout for the newest in style trends. And, we needed an agency that would fulfil this requirement."

The agency plans to use the social media platform to create a differentiation with the other players in the same segment. Nimesh Shah, head maven, Windchimes Communications, says, "The main task after creating a differentiation will be to build affinity. Social media provides seamless opportunities to build interest groups for a youth-oriented lifestyle brand like Pepperfry. We will use social media to establish connect with people and generate word-of-mouth publicity for the brand, so as to educate the audience about Pepperfry's brand proposition."

Pepperfry was co-founded by former eBay India country manager Ambareesh Murty, who parted ways with eBay to pursue his entrepreneurial interests. Murty and his former colleague Ashish Shah founded Trendsutra Platform Services, the parent company of Pepperfry.com.