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Snapdeal shows the clever mobile app way

The engaging commercial has been created by FCB Ulka and aims to show how consumers can empower themselves – and save money

BestMediaInfoBureau | Mumbai | May 23, 2014

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

E-commerce portal, Snapdeal, has come out with its new television campaign highlighting how consumers can save by shopping online using the Snapdeal mobile app. FCB Ulka has conceptualized the campaign that marks the entry of Snapdeal’s mobile app.

The 26-second TVC in Hindi, which stars Bollywood actor Pulkit Samrat, is fun to watch and the message – that Indians love to save – has been conveyed in a quirky manner, which is both entertaining and efficacious. The TVC opens with Pulkit trying to get an attractive deal at an electronic store, but is frustrated on hearing the same thing from every salesman – ‘Sorry Sir, it is not in my hands’ (‘Mere haath mein kuch bhi nai hain’). He is so annoyed that he yells and asks. ‘Then in whose hand is it? (‘Fir kiske haath mein hain?’). Then the voiceover tells him that it is in his own hands and he can save money by using the mobile app of Snapdeal.

Sandeep Komaravelly, VP - Marketing, Snapdeal, said, “More than half of our business is coming from mobile users, and this will definitely increase in the coming few months. Given the benefits of shopping on the mobile through apps, we have created this campaign which talks about the savings in consumers’ hands and gives a strong reason for consumers to download and shop through our apps.”

Sachin Das Burma Sachin Das Burma

Sachin Das Burma, Group Creative Director, FCB Ulka, said, “Like all our previous works for Snapdeal, this time also we have tried to reflect a slice of life observation of human behaviour, and made it work. ‘Mere haath mein kuch bhi nahin hai’ is commonly used by salespersons, and that helped us put our consumers in the centre of our commercial and empower them through our product offering of the Snapdeal mobile app. It is a simple one-line idea that we plan to execute in all the other mediums. We are sure ‘Ab savings aap ke haath mein’ will become synonymous with snapdeal.com mobile app.”

“With a surge in internet usage on phones, and a big chunk of Snapdeal’s business now coming from mobile based transactions, this is an opportune time for Snapdeal to promote its mobile app. With savings being the core of the brand, the TVC talks about how saving money is now in one’s hand through the mobile app. The tone of the film is quirky and humorous, a trademark of all Snapdeal communications,” added Sanjay Tandon, COO, FCB Ulka.

The TVC:

[youtube]https://www.youtube.com/watch?v=__7bn0fSIRg[/youtube]

Credits:

Agency: FCB Ulka, Delhi

National Creative Director: KS Chakravarthy (Chax)

Group Creative Director: Sachin Das Burma

Creative Team: Anurag Bhalla, Mukesh Sablania, Himanshu Saxena, Bipin Bist

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

Agency Producers: Alpa Jobalia, Mazhar Khan

Production House: Native Works

Director: Piyush Raghani

Producer: Prithvi Luthra & Surashmi Basu

Sarmistha@BestMediaInfo.com

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