Pepperfry appoints Kiara Advani and Sidharth Malhotra as brand ambassadors

Pepperfry has appointed Bollywood actors Kiara Advani and Sidharth Malhotra as its new brand ambassadors, marking a fresh chapter in the home furniture and décor company’s marketing strategy. The partnership will support the launch of Pepperfry’s new brand philosophy, “Fashion for Your Home”, which positions home interiors as an extension of personal style.

The campaign aims to shift the way consumers view furniture and home décor. Instead of treating these products only as functional purchases, Pepperfry will present them as expressions of personality, taste, lifestyle, and individual identity. The association with Advani and Malhotra is intended to bring this idea to life through their public image, contemporary style, and popularity among urban consumers.

The actor duo will feature in Pepperfry’s upcoming integrated marketing initiatives across television, digital platforms, social media, retail, and other consumer touchpoints. Their involvement is expected to help the brand communicate with audiences planning new homes, renovating existing spaces, or looking to refresh their interiors with more distinctive design choices.

The partnership comes as the Indian home décor market becomes increasingly influenced by fashion, lifestyle, social media, and visual discovery. Consumers are paying greater attention to how their homes look and feel, while online platforms have made it easier to explore furniture styles, colour palettes, room ideas, and décor trends.

Pepperfry’s new positioning seeks to connect this evolving consumer behaviour with its furniture and home-accessories portfolio. By using the language of fashion, the brand aims to make home styling more accessible and encourage consumers to experiment with their living spaces.

For Kiara Advani and Sidharth Malhotra, the association adds another lifestyle and consumer brand partnership to their endorsement portfolios. The couple has previously represented brands in categories including smartphones, footwear, food, and wellness.

Pepperfry expects the collaboration to strengthen brand recall and help it build a more emotionally engaging identity in the competitive home-interiors sector. Through the “Fashion for Your Home” platform, the company is seeking to make furniture selection part of a broader conversation around self-expression and contemporary living.