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Snapdeal goes into ‘sale-o-shayeri’ mode for festive season campaign

Conceptualised by FCB Ulka, the new TVC sees Aamir Khan donning the hat of a ‘shayar’ to build excitement in a quirky manner

BestMediaInfo Bureau | Mumbai | September 23, 2015

sale-o-shayeri Click on the image to watch the TVC.

Snapdeal has rolled out its new brand campaign, ‘Yeh Diwali Dil ki Deal Wali’, featuring actor Aamir Khan in the avatar of a ‘Shayar’.

The 360-degree campaign, conceptualised by FCB Ulka, is focused on the upcoming festive season and aims to build excitement and anticipation amongst the audience in a quirky manner. Spread over eight weeks, the campaign will feature a series of commercials to strike a chord with different audiences.

Idi Srinivas Murthy, Senior Vice-President - Marketing, Snapdeal, commented, “The campaign aims to build a ‘differentiated’ connect with audiences and this sets it apart from the usual Diwali advertising campaigns. The focus is on engaging with our audience beyond the transactional proposition and urge them to celebrate ‘Yeh Diwali Dil ki Deal Wali’ in true Snapdeal style. Aamir Khan is a supremely versatile actor who can instantly connect with the audience in any role that he plays. As a quirky Shayar, his self-deprecating humour drives the message that no matter how things may turn out in life, you will always find a Dil ki Deal on Snapdeal.”

Aamir Khan added here, “I am really glad that Snapdeal came up with this ‘sale-o-shayeri’ concept. I really enjoyed shooting for it. I love doing humour, and it was great fun.”

The Diwali brand campaign aims to elevate Snapdeal’s positioning and emotional connect with audience that was established by the ‘Dil ki deal’ campaign launched earlier this year. Entertaining content that sparks conversations gives a new flavour to the earlier rendition of the ‘Dil ki deal’ campaign. The shayari built into the communication has quintessential roots, but it is contemporised to resonate with the youth with insights from their everyday lives. The campaign has already created a lot of buzz and excitement amongst the audiences. The preview and teasers which were launched on social media during the weekend have reached across all social media platforms. #SnapdealDiwaliComingSoon trended #1 on Twitter in India on Saturday and Sunday.

Murthy further said, “We saw tremendous surge in sales during Diwali last year, recording 15x increase in traffic. This year, we are strengthening all aspects of business operations, including logistics, supply-chain, financial and technological support, to make Diwali shopping as seamless as any other day on Snapdeal. Our customer as well as seller base has grown phenomenally in the last year and we expect this base to further expand exponentially during the Diwali 2015 season.”

The campaign will focus on showcasing the range of offers on Snapdeal as people get together to celebrate the joy and camaraderie of festivities. Over the next eight weeks, Snapdeal will utilise both offline (TV, print, radio, OOH) and online (paid digital, newsletters, notifications, social media) platforms to reach out to its audience.

Commenting on the campaign, Vasudha Misra, Senior Creative Director, FCB Ulka Delhi, said, “Diwali is perhaps the most cluttered time in the advertising calendar. The greatest challenge at this time is to create something that makes an impact without adding to the cacophony. Thus, we arrived at the idea of ‘sale-o-shayari’. Something that drives home the message while hopefully making people smile. And also make them look out, or perhaps even seek out, the other ‘shers’ of the series.”

Conceptualised and directed by advertising veteran Prasoon Pandey, the TVC has gone live across all platforms.

The TVCs:

[youtube]https://www.youtube.com/watch?v=yCiM_JyA1Nw[/youtube]

Behind the scene: 

[youtube]https://www.youtube.com/watch?v=ZG96Ou49p1M[/youtube]

Credits:

Client: Snapdeal

Creative agency: FCB Ulka

Creative team: Vasudha Misra, Hasan Syed Jafri, Vera Raina, Charushree Amar, Shahid Raza, S Srinath, Monikongkona, Nikhil Mahisne, Sharad Mathur, M Damodaran, Rachin Mahendroo, Harshit Arora

Account Planning: Anirban Choudhury

Production House: Corcoise Films

Director: Prasoon Pandey

Producer: Cyrus Pagdiwala

Info@bestmediainfo.com

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