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Snapdeal.com is now for family shopping for fashion products

Draftfcb+Ulka creates a new TVC using the already established 'savings' platform as a springboard and showcases the product range for the entire family across two categories – fashion and electronics

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Snapdeal.com is now for family shopping for fashion products

Snapdeal.com is now for family shopping for fashion products

Draftfcb+Ulka creates a new TVC using the already established 'savings' platform as a springboard and showcases the product range for the entire family across two categories – fashion and electronics 

BestMediaInfo Bureau | Delhi | February 6, 2014

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

Snapdeal.com started as a website that offered offbeat, interesting 'deals' to customers at affordable prices. Over the last four years, it has diversified and ventured into categories such as fashion apparel, consumer durables, books, auto, furniture and many more, always keeping consumer interest at heart. Catering to over 20 million customers across 4,000+ towns and cities, Snapdeal.com has become India's largest e-commerce marketplace.

Consequently, the previous campaign on 'savings' – 'Paise bacchane ke liye hum kya kya nahi karte' – established Snapdeal.com as an online mega mall offering a wide assortment of products and brands at the best prices. The TVCs used intrinsic Indian quirkiness of trying to save money in plausible situations.

The new television campaign uses the already established 'savings' platform as a springboard and showcases the product range for the entire family across two categories – fashion and electronics. Set in a humorous context, the commercials capture the angst of a housemaid who has to deal with excessive shopping habits of the family, thanks to the savings and convenience offered by Snapdeal.com.

Sachin Das Burma, Group Creative Director, Draftfcb+Ulka, said, “With almost all online shopping sites offering more or less the same in terms of products and prices, the advertising we see is more or less the same. The ones who stand out are those who have a distinct tone of voice. This was a challenge. That's why, while all online shopping brands talk to the end user directly, we thought it will be quite nice if we don't. Moreover, everyone seems to take the predictable 'young fashionable look' in the clothes space. So we needed to break the clutter, as far as the idea and the execution went. We think we have managed to do both. There's a simple and true idea which we think is going to resonate with our audience. We have tried to create a distinct character for our brand, and if all goes well, we will surely think of taking this forward.”

Sanjay Tandon, COO, Draftfcb+Ulka, said, “Family fashion is probably one of the largest business spaces in the online retail space. As Snapdeal gears up to be the largest online retail brand, it's an appropriate time for the brand to talk about the category in a quirky, clutter-breaking way using not your usual fashionable anorexic models.”

Sandeep Komaravelly, VP - Marketing, Snapdeal.com, commenting on their latest campaign, said, “With the previous ad campaign, we established the USP of Snapdeal.com as a destination for savings for our consumers. This campaign is focused around establishing Snapdeal as a destination for family shopping for fashion products. We have the largest assortment of products across apparel, footwear, jewelry and fashion accessories, and hence the focus was to bring out the variety through this communication.”

The TVC:

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

Credits:

Agency: Draftfcb+Ulka Advertising, Delhi

National Creative Director: KS Chakravarthy (Chax)

Group Creative Director: Sachin Das Burma

Creative Team: Anurag Bhalla, Shahid Hussain

Account Management: M Damodaran, Ragini Sharma Banik, Shruti Kapoor

Agency Producers: Alpa Jobalia, Mazhar Khan

Production House: Jamic Films

Director: Nikhil Rao

Producer: Mekala Krishnaswamy, Akshay Uchil

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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