Snapdeal celebrates the relentless pursuit of discounts

Snapdeal.com has rolled out a new campaign, created by Draftfcb-Ulka.

The film shows a salesman at a store explaining a Diwali offer on a mobile handset. He details the free Bluetooth device, audio dock and leather case that are being thrown in free, but the buyer keeps wanting more. The salesman explains that the offer entails Rs 5,000 worth of accessories on a Rs 25, 000 phone. After listening to everything, the customer agrees to buy the phone – but at Rs 20,000. He says the salesman can keep all the accessories worth Rs 5,000. The film ends with the perplexed salesman being asked to pose for a picture by the customer, even as a voice over says, “Paise bachane ke liye hum kya kya nahin karte, isse se better log on to Snapdeal.com, Bachatey raho” (What all we end up doing to save money... a better option is to log on to Snapdeal.com. Keep saving.)

Another film revolves around the same theme where a couple is shown checking out a necklace at a jewellery store. As soon as the sales executive turns around to show more options, the couple takes snaps of jewelry on their phone. They are later shown asking another jeweller to make the exact piece for less.

Sandeep Komaravelly, VP - marketing, Snapdeal.com, said, “The core objective of the campaign was to drive home the point that Snapdeal.com is the destination for savings. As a brand, we’ve always been known to offer the best deals across online and offline space. This campaign is reinforcing the message, by communicating ‘Snapdeal equals Savings’.”

Shiveshwar Singh, group creative director, Draftfcb-Ulka, said, “The commercials we developed this time around for Snapdeal are based on some key observational truths - be it finding an alternate and definitely more affordable source or using sly tactics during a hardnosed price negotiation. The stories are simple yet relatable and have been shot with that flavour in mind. The feeling of satisfaction you get when you manage to save are mirrored in all our stories. Each commercial features different product categories that Snapdeal offers you savings on.”

Credits

Brand: Snapdeal.com

CEO: Kunal Bahl

CMO: Sandeep Komaravelly

Agency: Draftfcb-Ulka

National creative director: KS Chakravarthy

Group creative director: Shiveshwar Singh

Creative director: Anurag Bhalla

Account management: MN Damodaran, Ragini Banik, Shruti Kapoor

(Modified at 17.20 hours. Snapdeal.com has clarified that it is no longer a group buying/daily discount deals website, but an online marketplace.)