Snapdeal takes a ride

As part of the out of home campaign, Converge.I has wrapped trains and buses in Mumbai and Rajasthan to extend Snapdeal.com's Yamdude campaign.

To promote the daily deals and discounted deals offered by the e-commerce site Snapdeal.com, Converge.I, an integrated media company, has rolled out an out of home (OOH) campaign in Mumbai and Rajasthan.

The OOH campaign is an extension of the brand's television commercial, which features Yamraj as Yamdude. For the OOH campaign in Mumbai, the agency has wrapped three local trains - two trains plying on the Western Railway route, and one train on the Central Railway route. The trains are wrapped with blue creatives, showcasing the image of Yamraj with the message, 'Snapdeal.com. Best Deals Everyday'.

In Rajasthan, it has wrapped two low-floor buses which cover major routes connecting Jaipur.

Akash Verma, co-founder and chief executive officer, Converge.I, says, "The main focus of our promotion strategy was to create high impact through the use of alternative media. We added a local flavour to our campaign by using local trains and buses to add that extra zing and maximise visibility."

The campaign, which was launched in the middle of December, will continue for another 10-15 days. It targets consumers in the age group of 18-50 years, who regularly use public transport to commute.

Abhimanyu Rishi, head, activations, Snapdeal.com, says, "The main reason behind selecting trains and buses was the mobility and territorial reach. Also, these have high visibility. The result is phenomenal, with significant addition to volume of sales. The traffic on our website is also expected to grow manifold. "

Have news to share? Write to us atnewsteam@afaqs.com