Snapdeal.com has rolled out a new campaign to promote its mobile app.
The film features Bollywood actor Pulkit Sharma at an electronic store checking out a camera. A salesman greets him and Sharma asksfor a good offer. The salesman replies 'Mere haath mein kuch nahin hai’ (It’s not in my hands). Sharma goes on negotiating with the salesman about other electronics in the store, only to get the same answer again and again. Irritated, Sharma asks him 'Phir kis ke haath mein hain' (If it isn't in your hands, whose hands is it in). A voice over provides the answer: ‘It’s in your hands.’ A phone inSharma's hands introduces Snapdeal's mobile app.
Sandeep Komaravelly, vice president, marketing, Snapdeal.com, 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, group creative director, FCB Ulka, said, "Like all our work 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.com mobile app. It is a simple one line idea that we plan to execute in all the other mediums. We are sure ‘Ab savingsaapke haath mein’ will become synonymous with Snapdeal.com mobile app."
Sanjay Tandon, COO, FCB Ulka, added, "With a surge in internet usage on phones, a big chunk of snapdeal’s business is now coming from mobile-based transactions which makes this 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."
The film went on air on 16 May.
Agency: FCB Ulka
COO: Sanjay Tandon
Group creative director: Sachin Das Burma