Snapdeal has painted the town red, or rather ‘vermello’, an interesting shade of red with its stylish new logo designed by DesignStudio London. Capturing the aspirations of new India, the brand announced a new identity yesterday – “Unbox Zindagi,” where two arrows form a box. A series of front page print advertisements in the major dailies described what it meant and how life will never be the same again.
At the heart of the new positioning, as shared by Snapdeal, is “recognizing the real needs of the users and understanding that each purchase is not just a transaction, but an opportunity to upgrade to a better life.” The box represents untold potential and possibilities.
The company claims this overhaul is based on multiple interactions over the past several months. Factors that contributed to Unbox Zindagi have been cited as: deep research; involvement of top creative agencies from India and outside; key members of Snapdeal leadership team travelling across the country earlier this year, meeting both existing and prospective users in cities to understand the pulse of the consumers.
This is the first ever major brand revamp, ever since the online marketplace had evolved from a deals site. In late 2014, Snapdeal had roped in actor Aamir Khan to reposition the brand with the message ‘Dil Ki Deal.’ (Read: How Snapdeal Is Strengthening Its Brand Vision With ‘Dil Ki Deal’) The ecommerce company received its share of flak too, for having him as the face of the brand, when Khan expressed his concern over the state of freedom in the country, although the statement was made in his personal capacity.
Snapdeal has played it safe this time. “Unbox Zindagi” is pure transformation in logo, tagline and a future-focused vision, “getting ready for the next 100 million shoppers.” The campaign has been conceived and executed by Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer India, McCann Worldgroup, and team. The multimedia campaign, just ahead of the festive season in the country, is creating all the buzz with its TVC.
The film has been directed by Amit Sharma and his team at Chrome, lyrics have been written by Prasoon Joshi himself and music is by the dynamic trio, Shankar, Ehsaan & Loy. Digital and social media has been populated with a series of gifs ushering in the new. Few days prior to the launch, Snapdeal made good use of its social media assets to ring in the new.
If you connect the stars in this sky, you’ve cracked it.
One needed to follow a red tie, a red shoe, red socks to decode where these guys were headed to.
It’s raining red!
Here comes the new vermello box: a box of potential and possibilities.
The company had indicated a brand overhaul to be announced before Diwali. “Unbox Zindagi” comes at a time when all ecommerce companies make the most of the festive season, clock in higher GMV and hope to beat other top players in the market. Snapdeal is at no.3 in terms of the top three positions dominating the Indian ecommerce market, after Amazon India and Flipkart.
For Snapdeal founders, Unbox Zindagi is not just catering to the aspirations of a growing India, it is also a strategic standpoint from where the online marketplace hopes to please its investors and grow its sales. Livemint reports that Snapdeal’s sales are significantly lower than those of its two rivals.
For now, the trinity is exhausting all the tricks in the book of marketing to procure the most users. Amazon India, Flipkart and Snapdeal are all out with their membership offers, of which only Snapdeal Gold is offering free membership. For Flipkart Assured, its membership program similar to Amazon Prime, the ecommerce firm brought its kids back.
The end of the festive season will bring out the winners though. The leader, Amazon India isn’t sitting snug at all. The e-tailer has been on a ceaseless journey of tugging at our hearts, be it with quirky campaigns or emotional digital films. Amazon has been really keen on building affinity in the Indian market ever since its launch and the brand is leaving no stone unturned in letting that vanish. (Read “How Amazon India is stealing our hearts one beautiful story at a time“).
Snapdeal’s advertising and marketing efforts would need an overhaul as well, if the marketplace hopes to cast off its no.3 tag. Looking forward to see aspirational ad films and digital campaigns rather than ones claiming authentic products, quick deliveries and hassle-free refunds. Let the war begin!