Snapdeal puts its most fashionable foot forward; launches 5 new ads

By Sunit Roy , afaqs!, New Delhi | In Advertising | March 20, 2017
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McCann WorldGroup creates five new ads to further the 'Unbox Zindagi' idea.

With a fresh set of five 40-seconders, created by McCann WorldGroup, Snapdeal furthers its 'Unbox Zindagi' thought. The familiar 'Unbox Zindagi' jingle, composed by Ehsan and Loy, accompanies all five ads.

The ads feature men and women of different ages at varying life stages, namely, the post-delivery 'getting back into shape' phase, the cusp of entrepreneurship, the girl-to-woman stage, the post-break up phase, and the classic one that's been providing slice-of-life fodder to Indian admen and women for decades - marriage.

The common theme across all five films is the transformative power of fashion.

Snapdeal recently added 120 brands to its offering, including names like United Colors of Benetton, Puma, Nautica, U.S. Polo Association and Steve Madden.

Almost 40 percent of Snapdeal's overall sales come from the fashion segment, one that has grown by 50 percent (year-on-year). Most of this growth has come from tier 1 and tier 2 cities.

Kanika Kalra, vice president - Marketing, Snapdeal and FreeCharge, says, "Fashion as a category is growing exponentially at Snapdeal. We are constantly diversifying our fashion assortment to match the taste and preferences of the dynamic set of fashion consumers. Fashion is uniquely the most personal and yet the most public signal when you transition through life stages, relationships or mindsets. Taking forward the brand narrative on Unbox Zindagi - these films explore moments where fashion is instrumental in defining a new phase of life."

The films will be aired on TV as well as Snapdeal's pages (website, YouTube, social media).

Here's a look at the Snapdeal's previous campaigns.

Industry Speak

We asked the experts, "As compared to the previous bout of Snapdeal's 'Unbox Zindagi' ads, where do these stand?"

KV Sridhar

Ayan Banik

According to KV Sridhar, founder and chief creative officer, HyperCollective, the films will definitely touch an emotional cord as the insights are brilliant. He says that the lyrics make the films more memorable. However, the track and visual execution could have been better.

"I love the films as they really portray the unconventional ways of millennials today. To me, 'Unbox' is gaining its real meaning. I have always applauded the idea from the time they launched the red box," Sridhar adds.

According Ayan Banik, head brand strategy, Cheil India, Snapdeal has used a very refreshing way to sell an extremely overused category - e-commerce fashion, and a peppy soundtrack with an upbeat mood and exuberant faces just add to the festivity around wearing new clothes.

"The good thing is the way a fashion proposition has been created out of a strong cultural insight, which is wearing new clothes. It is aptly captured through different films - marriage, startup, first-day in college or even getting back in shape post pregnancy. That's a refreshing way of selling fashion in the day and age of e-commerce, where due to round-the-year sales and discounts we actually take new clothes for granted and don't attach much special treatment to them. So, the shift is really interesting from 'jab mann kiya pehan liya' to new beginnings in life deserve new clothes," Banik says.

He however feels that the campaign is very close to Cadbury's 'Shubh Arambh'. "One can't help but think of the similarity between 'start something new on a sweet note' and 'start something new with new clothes' - both working on the cultural insight of auguring auspiciousness," he says.

Credits
Creative Agency: McCann WorldGroup
Chairman, CEO, CCO: Prasoon Joshi
Vice Chairman, MD: Partha Sinha
National Creative Director: Pradyumna Chauhan
Creative team: Navin Chawla, Sanket Pathare, Tarun Kumar, Surabhi Dave, Pritam Pal Singh, Mustafa Shaikh, Allita Crasto, Zeanne D' cunha'
Account management: Suraja Kishore, Sujala Martis, Pooja Muralidhara
Agency Producer: Vrushali Samant
Production house: Electric Dreams Film Company
Director of the TVC: Aniruddha Sen
Producer: Suparna Chatterjee
Director of Photography: Mitesh Mirchandani
Music Director: Ehsan and Loy
Singers: Prakriti Kakkar, Sukriti Kakkar, Nihal Shetty, Yatharth Ratnum

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