The online marketplace, Snapdeal has once again awarded its creative duties to Draftfcb Ulka. Following a multi-agency pitch that saw participation from leading agencies in Delhi, Snapdeal appointed Draftfcb Ulka as its communication partner.
It may be recalled that in June 2013, exchange4media had reported that Snapdeal was scouting for a creative partner. Snapdeal scouts for new creative partner
Sources familiar with the development have confirmed the news to exchange4media. However, no official confirmation was received at the time of filing the report.
The company is now looking to launch a campaign with a fresh perspective which will showcase and strengthen its position in the Indian e-commerce space.
Draftfcb Ulka was the first agency to come on board to handle the brand’s creative mandate. This certainly has been a good year for the agency, witnessing a series of business wins.
In 2011, Snapdeal assumed a fun and fresh look with its ad campaign which featured a central character called ‘Yam Dude’. The idea was to tell that consumers just can’t resist a tempting deal and at Snapdeal, the deals are so wonderful that even immortals would be hard pressed to turn them down. With this premise, the agency came up with the idea of the ‘Yamraj’ himself getting enamoured by the range of earthly experiences with Snapdeal. The company earmarked 30-35 per cent spends for the TVC.
Snapdeal raised two rounds of funding in 2011, one in January of $12million from Nexus Venture Partners and Indo-US Venture Partners, and of $45 million in July from Bessemer Venture Partners, Nexus Venture Partners and Indo-US Venture Partners. Reports also suggest that in 2013, eBay invested an undisclosed sum in Snapdeal, which may be around $30 million to 50 million that also includes investments by a Japanese firm. eBay and Snapdeal join hands
Launched in February 2010, Snapdeal features a wide range of categories from thousands of regional, national, and international brands and retailers.