1. How Peperone Is Building Itself as a Brand For Today’s Girl
When today most brands are still going taking the celebrity endorsement route, Peperone, a ladies
handbag brand from Delhi decided to employ a different approach. In a campaign created &
conceptualized by Brandlogist Communications, they decided to position themselves as “ A brand for
real girls”. In a conversation with Saurabh Parmar, CEO, Brandlogist Communications”Our idea was
to create Peperone as a brand for real girls. It’s not a bag advertised by a celebrity who is being paid
to endorse it but girls should be buying it because people in their age group like it, to tell their friend,
“Babe, you absolutely gotta get it”.
To do this Brandlogist used social media with a clever integration of offline to get people involved.
They launched a campaign to select 6 girls for Peperone’s yearly look-book but unlike most 'model
hunt' kind of campaigns, the focus was not on a contest but they actually went offline & identified real
influencers in the college community who would connect with the brand. Elaborating on this Roma
Joshi the Brand Manager said "The clear insight was that today’s girl doesn’t only connect with a
Kareena or a Deepika; they could also connect to an Arundhati Roy or a Kiran Bedi. The idea was to
identify and engage the different character sketches which a girl could connect with & these girls with
their own unique sense of style are being chosen as our brand ambassadors.
Figure 1: The different character types created by Peperone to connect with the 16-29 TG girls in metros
“Also they will not just be a pretty face posing on the look book. We plan on making them Style
Advisors for Peperone i.e. seeking their thoughts on new products, styles they like and maybe even
specific aspects such as the utility-quotient of a bag (like a separate compartment for keys for us
women, since we keep losing keys in the bottomless pits of our handbags!). It's a living focus group
that is actually attached to the brand”, Roma added.
On social media the brand has taken a really authentic & conversational approach which has
connected with women. "We actually got bloggers to review the product without a blogger outreach
campaign. How many times have you heard that happening for a previously unknown brand?”
Saurabh from Brandlogist commented. “And remember here, our media budgets were really minimal."

2. Figure 2: Blogger Reviews
Along with the action on social, they have integrated the campaign to the real world by going in
campuses interacting with the target group, getting reviews and putting up posters in premier
institutions prompting participation thereby driving traffic to the FB page.

3. Figure 3:Posters in Colleges & the subsequent response
As a fashion brand they are also using Pinterest. They are trying to tap into the community with
interesting boards dedicated to things like DIYs, Bag essentials, Vintage bags to the current trends
worldwide, they have created a platform for a conversation.