With Flipkart and Amazon.in dominating the e-commerce space in India, Snapdeal has announced the launch of its new brand identity. According to the company the new positioning is about recognising 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. With this the company announced its new tagline ‘Unbox Zindagi‘.
The new brand identity is said to focus on the lives, dreams and aspirations of the consumers and to understand that, key members of Snapdeal leadership team travelled across the country earlier this year, meeting both existing and prospective users in cities like Mumbai, Delhi, Kolkata, Chennai, Guwahati, Bhopal, Rajkot, Nagpur, Madurai. The new positioning and identity is based on insights drawn from these interactions.
The new brand identity has been rolled out at all touch points, the app, website, m-site and through all brand communication. A campaign, with the new brand identity, will appear in the form of TVCs, print, outdoor and all digital media including YouTube, Facebook, Twitter and Instagram.
Highlighting the philosophy behind the brand re-positioning, Kunal Bahl, Co-founder and CEO, Snapdeal, said “India is transforming rapidly and millions of Indians believe that the best days of their lives are ahead of them. Their aspirations and desires are based not on where they come from but where they can reach. Snapdeal will be the platform that will enable users to unlock their aspirations. That is why we are moving the narrative to the users and to their desire to upgrade to a better life. With this new positioning, we also focus on the next phase of our growth, as we seek to engage with the next 100 million online shoppers from all parts of an increasingly connected India.”
Speaking about the evolution of the brand, Rohit Bansal, Co-founder Snapdeal, “The impact of e-commerce in India has been and will continue to be transformative. It allows consumers to overcome third world constraints and aspire for better lives. At Snapdeal, the delivery of functional benefits like speed, convenience and value is everyday work, but our larger journey is about being the bridge between access and aspiration. Our new logo is visualized from the perspective of the happiest moment for an online buyer i.e. when she receives her ‘box’. We understand that every box that we deliver contains not just a product but represents a new opportunity, an aspiration or the start of a journey for our consumers. Our entire new brand identity right from the brand mark to its extensions, reflects the box – a representation of untold potential and possibilities.”
The new Snapdeal brand story has been put together by Prasoon Joshi and his team at McCann conceived and executed the “Unbox Zindagi” campaign. According to Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer India, McCann Worldgroup, “The concept of this communication is Unbox Zindagi i.e When a ‘boxed’ existence is opened up, it unleashes great human potential. It urges one to go ahead and free a world full of dreams and hopes. The brand belief is that the best is yet to happen, the extraordinary is yet to come and history is waiting to be written by you.”