For the last one week, Snapdeal has actively pushed its new campaign ‘Yeh Diwali Dil ki Deal Wali’ with Aamir Khan speaking about the start of the Diwali sale (Preview Monday) from September 28. A 360 degree promotional method was used extensively to reach out to the audience. On Sunday, a day prior to the launch of the sale, there was a ticker running on few of the channels to remind the viewers of the time left for the sale to start. This is part of the 8-week long festive campaign which kick-started with the Snapdeal Preview Monday Sale on Monday.
Commenting on the sale, Rahul Taneja, Vice-President, Category Management, Snapdeal said, “We are very excited at the overwhelming response from our customers to our first sale of the festive season. The growth in sales volumes is consistent across all categories, with overall 6X increase in volumes as compared to usual days. This is just the beginning and seeing the enthusiasm with which our customers have responded, we are very confident of setting new benchmarks this Diwali.”
He further added, “Over the last six months we have been strengthening our supply chain and are geared to handle more than 10X volumes as compared to Diwali last year. Our Technology platform is geared to handle traffic surges without any delays or glitches. During peak hours today we have seen 200,000 consumers concurrently shopping on our site without any time lag.”
The brand, along with its agency FCB Ulka, has launched two TVCs, with Aamir Khan making announcements of the sale offers in a comic manner. Commenting on the TVC, Vasudha Misra, Senior Creative Director FCB Ulka Delhi, said, “Diwali is perhaps the most cluttered time in the advertising calendar. The greatest challenge at this time is to create something that makes an impact without adding to the cacophony. Thus we arrived at the idea of sale-o-shayari.”
Watch the TVCs here:
In order to tap the Southern market, the brand launched a TVC titled ‘Kidnapped’ with actor Madhavan. The ad showed how the actor reacted to, when the goons try to tie his hands, he opposes to it, because he wants them free to browse the Snapdeal site, during the Monday Preview Sale.
Watch the TVC here:
The hashtag #SnapdealPreviewMondaySale trended as No. 1 topic on Monday. According to a free social media tool, Topsy, the hashtag got more than 7,000 tweets till late evening. Excited shoppers liked the deals on the site as well as appreciated the brand’s faster delivery and easy refund services like 4 hour and instant delivery service, 90 minutes reverse pick up service and 1 hr IMPS refund facility to enhance the overall shopping experience of the consumers.
Snapdeal offered around 60 per cent off on smartphones like Apple iPhones, Micromax Canvas Spark, Samsung Galaxy among others. There were big discounts on electronic items, home appliances and apparels as well. The deals were hourly and the sale lasted only for a day. It was basically like a preview of the offers which one can get during the Diwali season.
Below is an excerpt of few conversations on Twitter:
Last year, Snapdeal had launched one of the biggest marketing campaigns ever for the Diwali season. It introduced 50 commercials and signed up 28 celebrities, including leading TV actors from popular TV shows. Each commercial showcased these celebrities endorsing the Snapdeal Diwali Bumper Sale while playing their characters in a quirky manner.