Snapdeal, an online marketplace, recently announced the launch of its new brand identity 'Unbox Zindagi', which aims to tap the pulse of a confident and aspirational India.
The new brand identity repositions Snapdeal as a platform that believes in the potential and dreams of its consumers and partners them in their journey to a better life, of better things yet to come. The heart of the new positioning, expressed through its new brand identity 'Unbox Zindagi' 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 and to realise your dreams.
Snapdeal users will now be able to experience the new identity across multiple touch points ranging from brand communication to browsing, from discovery to decision making, culminating in the key moment when users will open the new boxes delivered. And, to make the whole concept even more attractive will be its delivery boxes which will now be in Vermello, a unique shade of the colour red.
Highlighting the philosophy behind the brand re-positioning, Kunal Bahl, co-founder and chief executive officer, Snapdeal, says in a press release, "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."
He adds, "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 will 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, says in a press release, "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."
He adds, "Our new logo is visualised from the perspective of the happiest moment for an online buyer, which is 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."
Prasoon Joshi and his team at McCann have conceived and executed the 'Unbox Zindagi' campaign.
Elaborating on the concept of the campaign, Joshi, who is chairman Asia-Pacific, chief executive officer and chief creative officer, India, McCann Worldgroup, says in a press release, "The concept of the communication is 'Unbox Zindagi'. When a 'boxed' existence is opened up, it unleashes great human potential. It urges one to go ahead and open up 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."
The campaign has been launched with a series of films directed by Amit Sharma and his team at Chrome Pictures, capturing emotions and moments that are as poignant as they are powerful. The lyrics of 'Unbox Zindagi' have been written by Joshi himself and the soundtrack is by musicians Shankar, Ehsaan, and Loy. Raj Kamble, founder and chief creative officer of Famous Innovations has created the striking visual imagery for the logo launch film and print campaigns.
The new brand identity has been rolled out at all touch points, on the app, website, m-site, and through all brand communications. 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.