Created by FCB Ulka and directed by ad veteran Prasoon Pandey, the campaign takes the ‘Dil ki Deal’ proposition forward
BestMediaInfo Bureau | Delhi | November 5, 2015
About a month ago, online marketplace Snapdeal announced the launch of its ‘Yeh Diwali Dil ki Deal Wali’ campaign featuring actor Aamir Khan in the avatar of a ‘shayar’. The 360-degree campaign was spread over eight weeks with a series of commercials. The campaign, conceptualized and executed by FCB Ulka, is coming to an end next week with the biggest sale day – ‘Snapdeal Ultimate Monday’.
The Diwali campaign was aimed to elevate Snapdeal’s positioning and emotional connect with the audience and build on the ‘Dil ki Deal’ campaign launched earlier this year. The ads for electronics, home and fashion products have garnered great viewership and reached a million views across all social media platforms.
The ‘Snapdeal Ultimate Monday’ is the end of the Snapdeal Diwali campaign and will mark the end of the grand sale. The campaign delivers some quirky and engaging content in the form of ‘shayari’. It showcases a range of exciting offers across all categories, available only on Snapdeal.
Talking about the new campaign, Idi Srinivas Murthy, Senior Vice-president, Marketing, Snapdeal, said, “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 he plays. As a quirky shayar, his self-deprecating humour drives the message that however things may turn out in life, you will always find a ‘Dil ki Deal’ on Snapdeal.”
Commenting on the TVC, Vasudha Misra, Sr. Creative Director at 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.”
The films were directed by advertising veteran Prasoon Pandey, and the TVCs are live across all platforms.
Creative Agency: FCB Ulka, Delhi
Chief Creative Director: Satbir Singh
Sr. Creative Director: Vasudha Misra
Creative team: Hasan Syed Jafri, Deepika Chauhan, Vera Raina, Charushree Amar, Shahid Raza, S Srinath, Monikongkona, Nikhil Mahisne, Ajeet Shukla
Account Management: Sharad Mathur, M Damodaran, Rachin Mahendroo, Harshit Arora
Account Planning: Anirban Chaudhuri
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala