Snapdeal’s new campaign features Riteish and Genelia
India’s value e-commerce company, Snapdeal announced the launch of its latest brand campaign “Brand Waali Quality, Bazaar Waali Deal“. The campaign features famous Bollywood’s star couple Riteish and Genelia Deshmukh and communicates the brand’s unique value proposition – good quality at low prices. The campaign highlights the brand’s positioning as an online shopping destination that breaks the notion that good quality products have to be expensive.
The campaign challenges the traditional “brand-oriented” thinking through a series of videos and tries to draw the attention of the audience to the depth that high-quality choice is also available online at affordable prices. The campaign targets the smart and value-conscious buyers who are not taken in by the “brand quotient”, but are highly focused on getting high utility, good quality items including accessories, fashion, homeware, etc.
Speaking on the release of the campaign, Snapdeal’s CEO & Co-founder, Kunal Bahl said, “Value is an integral part of India’s purchase journey – online or offline. It is shaped by decades of experience & acumen of Indian families in looking beyond the sales talk to find the best value for their rupee. In today’s connected world, it is also in the collective wisdom from one’s network that helps sort real value from the hype. This campaign is a nod to the savvy online buyers, who understand that great quality does not need to cost more.”
India’s market for value retail is estimated at USD 210 Bn, which is 3 times of branded retail. When 15-40% o the branded market is online, only 2-3% of the unbranded, value merchandise is online. This vast value e-commerce opportunity is also enabled by the growth of e-commerce beyond India’s top ~ 40Mn households to the next ~ 170 Mn households, accounting for nearly 60% of India.
The campaign has been developed in partnership with All things small and EO2, Snapdeal’s “Brand Waali Quality, Bazaar Waali Deal” will reach consumers across the country. The campaign also showcases the ease of buying on Snapdeal and the simplicity of payments and returns. The campaign consists of 10 videos that will run across various media throughout the summer months.