Snapdeal.com has assumed a new fun and fresh look with its new ad campaign, which features a central character called ‘Yam Dude’. The idea is to convey the variety of experiences that consumers can have while shopping online on the portal.
The campaign, conceptualised by Draftfcb Ulka, highlights the offers that Snapdeal.com has to offer across restaurants, spas, mobiles, electronics, fashion and other lifestyle categories. The campaign also focuses on the functional benefits of cash on delivery.
Speaking to exchange4media, Sandeep Komaravelly, Head - Marketing, Snapdeal.com, said, “Given that we are communicating to a wider audience about the products and services available on Snapdeal.com, we are doing a mix of genres ranging from GEC, News, Youth, Music to Entertainment. The idea is to ensure that we reach out to our audience not only in the metros, but in other cities as well. 30-35 per cent of our spends will go into the new TVC.” Television apart, Snapdeal.com is also using other multiple media vehicles to promote the Yam Dude campaign. A radio and outdoor campaign will be running in top 10 cities, along with a digital campaign across various digital channels.
Talking about the marketing plans for 2012, Komaravelly said, “The key marketing strategy for 2012 is to keep improving on the RoI (Return on Investment) of various marketing investments. We also want to continue innovations in every medium through new campaigns and activities, which generate a disproportionate buzz.”
Commenting on the core concept of the TVC, Sanjay Tandon, COO, Draftfcb Ulka, said, “The Yam-Dude campaign is the first step in building an enjoyable ‘Snapdeal’ brand. The campaign is based on an idea of what our irresistible deals enable you to do – live new and exciting experiences everyday.”
Shiveshwar Raj Singh, Group Creative Director, Draftfcb Ulka, added here, “The challenge in any category today is to stand out in the clutter of advertising, and if you can do it on the back of a relevant and differentiated consumer insight, the chances of success increase manifold. As consumers, we just can’t resist a tempting deal. And at Snapdeal.com, the kind of deals you get are so wonderful that even immortals would be hard pressed to turn them down. With this simple premise we came up with the idea of the God himself getting enamoured by the range of earthly experiences that you have access to with Snapdeal.com. Once you have an iconic image like our ‘Yam Dude’ at the centre of your campaign, then all product offerings across media get wrapped around it. As the man himself would say some things you only see once. Our job is to ensure you remember them.”