The e-commerce giant Snapdeal has not only entered the BARC chart of ‘Top 10 Brands across genres’ but claimed the third spot with 18,177 insertions for week 39(September 24-30). This is in line with Snapdeal’s earlier announcement in August of spending more than Rs 200 crore on 360 degree marketing and advertising over two months across media. So far it’s the only e-commerce giant to make an entry in the list for the week 39.
Since then Snapdeal like its competitors, has been aggressively working on its marketing strategy for Diwali sale called Unbox Diwali Sale from October 2 to 6. It revamped its identity with a new logo and tagline, Unbox Zindagi (or Unbox Life), as it seeks to position itself differently in the hyper-competitive e-commerce business. The new brand identity was rolled out at all touch points, on the app, website, mobile site and through all brand communication.
Prior to the festive sale, the indigenous player rolled out three new TVCs titled ‘Khushiyon ki Chakri’ on the theme of “unboxing” emotions (expanding its rebranding exercise). The Diwali campaign, done by Famous Innovations is based on the brand’s recent identity change, which includes a new logo, website, interface and app. This is the first time Snapdeal had organised a Diwali sale to take on Amazon’s Great Indian Festival and Flipkart’s Big Billion Days.
However, given the high-intensity advertising by these players it shouldn’t be a surprise if they made it to the BARC list in the later weeks.