Snapdeal.com has rolled out a new campaign showcasing its fashion offerings. The campaign conceptualised by Draftfcb-Ulka went on air on 28 January and will be supported by outdoor and digital legs.
The film tells the story of a family’s discovery of fashion on Snapdeal. It features their domestic help complaining about their constant online shopping and the resultant vast collection of clothes. From the daughter and mother’s collection of suits and dupattas to the son’s sportswear to the father’s changed fashion sense, she blames them all on their online shopping habit. The destination is then unveiled - www.snapdeal.com. The film ends with the help asking for a raise, given the savings on buying from the portal.
Sandeep Komaravelly, VP - marketing, Snapdeal.com, said, “With the previous ad campaign, we established the USP of Snapdeal.com as a destination for savings for our consumers. This campaign was focused around establishing Snapdeal as a destination for family shopping for fashion products. We have the largest assortment of products across apparel, footwear, jewellery and fashion accessories, and hence the focus was to bring out the variety through this communication.”
Sanjay Tandon, COO, Draftfcb-Ulka, said, “Family fashion is probably one of the largest business spaces in the online retail space. Being the largest online marketplace, its an appropriate time for the brand to talk about the category in a quirky, clutter breaking way using not your usual fashionable anorexic models.”
Sachin Das Burma, group creative director, Draftfcb-Ulka, added, “With almost all online shopping sites offering more or less the same in terms of products and prices, the advertising we see is more or less the same. The ones who stand out are those who have a distinct tone of voice. And this was a challenge. We used a simple and true idea which we think is going to resonate with our audience. We have tried to create a distinct character for our brand, and if all goes well, we will surely think of taking this forward.”
Agency: Draftfcb-Ulka Advertising, Delhi
National creative director: KS Chakravarthy
Group creative director: Sachin Das Burma
Creative team: Anurag Bhalla, Shahid Hussain
Account management: M Damodaran, Ragini Sharma Banik, Shruti Kapoor
Agency producers: Alpa Jobalia, Mazhar Khan
Production house: Jamic films
Director (film): Nikhil Rao
Producer: Mekala Krishnaswamy, Akshay Uchil