Snapdeal has launched a campaign to promote its upcoming Diwali bumper sale. The campaign consists of 50 ad films, starring 28 people from the fields of TV and entertainment. The films are in Kannada, Tamil, Marathi, Hindi, Telugu and Bengali. Released on 17 September, they were conceptualised by FCB Ulka.
Each film stars a celebrity or an on-screen pair, playing themselves. The films cover two aspects of the sale: the wide range of products and the deals on offer.
The list of celebrities featured includes Alok Nath (Babuji), Harsha Bhogle (cricket commentator) and actor Mandira Bedi.
Sandeep Komaravelly, SVP, Snapdeal.com, said, “This is one of the most innovative and unique marketing campaigns that has been attempted so far, by any brand. We have strategically chosen the most popular characters from the best loved TV shows across India to connect with our wide consumer base. The idea was to talk about Diwali bumper sale, using characters that everyone relates to. It’s a very novel approach for a marketing campaign.”
Creative agency: FCB Ulka (Delhi)
National creative director: KS Chakravarthy
Production house: Off-road films
Director (films): Punit Malhotra