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Snapdeal plays on Indian quirkiness to save money

The two TVCs made by DraftFCB+Ulka are a humourous take on Indians trying everything to save a few bucks, thus highlighting Snapdeal's strength

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Snapdeal plays on Indian quirkiness to save money

Snapdeal plays on Indian quirkiness to save money

The two TVCs made by DraftFCB+Ulka are a humourous take on Indians trying everything to save a few bucks, thus highlighting Snapdeal's strength

Sohini Sen | Mumbai | October 21, 2013

publive-image Click on the image to watch the TVC.

Snapdeal's latest campaign should be easy to relate to for most of us. A funny take on how everyone is trying to save money, the campaign made by Draft FCB Ulka explores the habit of saving that is so intrinsic to our culture.

The cornerstone of Snapdeal's philosophy is to enable users to save the one thing that matters most to them: money. As a brand Snapdeal.com has always striven to offer the best in terms of quality and prices to its customers to help maximise their savings. The two TVCs show different settings in which customers try to save money in everyday situations. It gives a solution, which is to log in to Snapdeal.com. Hence, the TVC's key message: 'Paise Bachane Ke Liye Hum Kya Kya Nahin Karte, Isse Se Better Log on to Snapdeal.com'.

Sanjay Tandon, COO, Draftfcb+Ulka Delhi, said, “India is a nation of quirky money savers! It is a fertile space for Snapdeal.com that wants to establish its connection to savings unequivocally, through stories that capture this behaviour in an interesting way."

The first TVC, named 'Copy That', shows a young couple going to a swanky jewellery store to check out the designs. While the store manager turns to show them another design, the wife quickly snaps a picture of a neckpiece she likes. The couple then travels to a crowded dingy market place and talk a small jewellery maker to replicate the design – at a much lesser price of course!

The second TVC is called 'Lip Service' and opens in the mobile section of a store. A man is shown trying to sell a new phone to a potential buyer and he lists the free accessories he will get with it. The salesman tells him that with a Rs 25,000 phone he will be getting free stuff worth Rs 5,000. The potential customer seems happy and decides to buy the phone – only at Rs 20,000 and tells the salesman to keep the Rs 5,000 worth of free gifts!

Both the TVCs end with a voiceover announcing: “Paise Bachane Ke Liye Hum Kya Kya Nahin Karte, Isse Se Better Log on to Snapdeal.com."

The ecommerce industry which has become hugely popular in India has one key benefit – saving money. Snapdeal started out as a site that offered its customers new and interesting experiences through deals that made them a lot more affordable. Consequently, the communication that time brought this alive through the iconic 'Yum Dude' coming to earth and having a great time thanks to Snapdeal. But with Snapdeal foraying majorly into products in the last couple of years, the task this time was to establish it as an online mega mall offering a wide range of products and brands at the best prices.

Sandeep Komaravelly, VP - Marketing, Snapdeal.com, commented on their latest campaign saying, “The core objective of the campaign was to drive home the point that Snapdeal.com is the destination for savings. As a brand, we've always been known to offer the best deals across online and offline space. This campaign reinforces the message by communicating Snapdeal equals Savings.”

Shiveshwar Singh, Group Creative Director, Draft FCB Ulka, commented, “The commercials we developed this time around for Snapdeal are based on some key observational truths. Be it finding an alternate and definitely more affordable source or using sly tactics during a hardnosed price negotiation. The stories are simple yet relatable and have been shot with that flavour in mind. The feeling of satisfaction you get when you manage to save are mirrored in all our stories. Each commercial features different product categories that Snapdeal offers you savings on.”

The TVCs:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Brand: Snapdeal.com

Agency: Draftfcb+Ulka, Delhi

National Creative Director: KS Chakravarthy (Chax)

Group Creative Director: Shiveshwar Singh

Creative Director: Anurag Bhalla

Account Management: M Damodaran, Ragini Banik, Shruti Kapoor

Agency Producers: Alpa Jobalia, Ganesh Iyer

Production House: Boot Polissh Films

Director: Shujaat Saudagar

Producer: Ashit Ghelani/Ananya Dasgupta

Music: Clienton Cerejo

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com

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