Snapdeal engages with ‘sale-o-shayari’, invites audience to indulge in ‘dil ki’ Diwali deals

Snapdeal has rolled out a TV campaign for the festive season conceptualised by FCB Ulka, themed #DiwaliDilKiDealWali. The TV campaign adopts a ‘sale-o-shayari’ theme, and the first film supports the brand’s ‘Preview Monday Sale’ to be held on 28 September.

The film begins with Bollywood actor Aamir Khan engaging in some shayari. He is seen wearing an ill-fitting shirt, that barely contains his evidently growing bulk. His audience of four men are seated on the ground enjoying the recitation. The Hindi poetry plays on the idea that it isn’t that Khan has put on weight, but rather the clothes’ mischief that they’re shrinking on their own. A voice over says whether it’s ‘mischievous clothes’ or some other wish, there’s the ‘Preview Monday Sale’ with attendant discounts displayed on screen.  The film ends with Khan signing off with the campaign tagline, ‘Snapdeal. Yeh Diwali, dil ki deal wali’. 

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 that 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.”

Vasudha Misra, senior creative director, FCB Ulka Delhi, added, “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 campaign will straddle TV, print, radio, OOH, digital and social media platforms.

Murthy added that there had been a surge in sales during Diwali last year, and an increase in traffic by a multiple of 15. The brand has therefore strengthened its logistics, supply chain, financial and technological support for this year’s festive sales. “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,” he explained.

Credits

Client: Snapdeal
Creative agency: FCB Ulka
Chief creative officer: 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