How Snapdeal Is Strengthening Its Brand Vision With ‘Dil Ki Deal’

Snapdeal's new brand campaign 'Dil Ki Deal’ featuring Aamir Khan is aiming to elevate the online marketplace as the place to fulfill your dreams and aspirations

Snapdeal, one of India’s leading online marketplace has chosen to bring on board Bollywood’s most successful actor, Aamir Khan as its brand ambassador. And this after completing five years of existence with the vision to create India’s most trusted digital marketplace. With the growth of internet penetration in the country, the brand is looking to be the shopping destination for internet users across India; at present it has over 40 million members and 100,000 sellers on its platform which it hopes to grow by way of the new brand face.

Aamir Khan has been roped in with the vision to strengthen the brand philosophy of creating life-changing experiences for buyers and sellers by helping them meet their aspirations and fulfilling their dreams. The new brand campaign has been titled ‘Dil Ki Deal’ where Aamir highlights how deals are not just online transactions but wishes of people being fulfilled.

Snapdeal aims to highlight the fact that how with the wide range of products available on its platform, it is not only making people’s lives simpler or better but is also a medium that they can use to express their love for their dear ones.

Dil Ki Deal

The minute-long ad created by Leo Burnett features Aamir as an observer, an onlooker and also a consumer himself. He not only witnesses how wishes of people around him are being fulfilled through Snapdeal’s varied product offerings but also receives a Dil Ki Deal himself.

The campaign has been extended on social media. Conversations have been built around the campaign hashtag #DilKiDealOnSnapdeal with the help of simple contests that also drove video views.

The Facebook and Twitter pages of Snapdeal began by building curiosity around the new campaign with pictures of the Dil Ki Deal logo. This was followed by sharing the new TVC and related visuals.

Dil Ki deal is also celebrating the people behind Snapdeal and the emotions hidden in every box that it delivers with the help of story visuals:

Snapdeal has also launched a blogging contest where bloggers have been invited to blog about a time when they have listened to their heart and done something special for someone. Prizes are assured gift vouchers for each valid entry and high value gift vouchers for the winners.

Not just any deal!

While the earlier campaigns by Snapdeal focused on the tangible benefits offered by the platform, the new ‘Dil Ki Deal’ campaign is a step ahead in its communication journey, where the brand is stressing on the emotional fulfillment it enables for its consumers. “We feel Snapdeal today has evolved to take the next step in its communication journey and lay emphasis on the emotional fulfilment it enables for its consumers. Shopping for loved ones is a very emotional and fulfilling experience”, reasoned Sandeep Komaravelly, Senior Vice President - Marketing at Snapdeal in a company press release.

With ‘Dil Ki Deal’, Snapdeal has also walked down the similar communication path that all ecommerce brands are taking. Now, online transactions are not just value-for-money deals but ways to show someone you care for them. Transforming every delivery box as a box full of wishes, Dil ki Deal hopes to grow the number of buyers and sellers on the platform.

Read also: “How Ecommerce Branding In India Is Beginning To Focus On Relationships And Real Values”

Launched in 2010, Snapdeal has witnessed a 600% growth from 2013 to 2014, with over 70% of its orders coming from mobile phones. Encouraged by its vision and growth, several investors including Ratan Tata have partnered with the brand recently. This seems to be the right time for the ecommerce brand to evolve in its communication strategy and appeal at the emotional level.