Taking another step forward in expanding its fashion vertical, Snapdeal has launched five new commercials on how fashion has the power to unbox something exquisite in an individual irrespective of their age, gender, and lifestyle.
Each of the five commercials focus on a distinct segment and life stage, from working men to a newly-wed bride to a bunch of college girls lays emphasis on the transformative power of fashion in a person’s life. The commercials focus on characters who use fashion in pivotal moments of their life to transform and unbox the undiscovered sides of themselves.
Each commercial in the series re-emphasizes Snapdeal’s focus on building its fashion vertical. The company had recently added 120 brands on its platform including popular names like United Colors of Benetton, Puma, Nautica, U.S Polo Association, Steve Madden, etc. Fashion contributes to almost 40 per cent of Snapdeal’s sales volumes and has grown by 50 per cent Y-o-Y with majority of the growth fuelled from tier I and tier II cities.
Traditional Day in College
Talking about the advertisements, Kanika Kalra, Vice President - Marketing, Snapdeal and FreeCharge, stated, “Fashion as a category is growing exponentially at Snapdeal. We are constantly diversifying our fashion assortment to match the taste and preferences of the dynamic set of fashion consumers. Fashion is uniquely the most personal yet the most public signal when you transition life stages, relationships, or mind-sets. Taking forward the brand narrative on Unbox Zindagi, these films explore moments where fashion is instrumental to defining a new phase of life.”
Created by leading advertisement firm, McCann WorldGroup, the commercials explore a mélange of life experiences, from a group of hip college girls taking their first step into womanhood when they wear their first sarees, three colleagues who have quit their corporate jobs to start their own firm and decide to replace their formal wear with relaxed and casual clothing more in sync with their personalities, a mother-in-law welcoming a new bride to the family by gifting her a modern and fashionable lehenga so she can be comfortable on her wedding day, a new mother returning to her skinny jeans and getting comfortable in her new role as a caregiver, and a college boy pampering himself with a makeover after a break-up to regain his confidence. The narration for every commercial has been held together with the new version of the popular Unbox Zindagi jingle, composed by the legendary musicians Ehsan and Loy. The advertisements will go live across all prominent channels and will be cross-promoted via Snapdeal’s YouTube channel, social media platforms, and website.
Duration: 40 secs
Creative Agency: McCann WorldGroup
Chairman, CEO, CCO: Prasoon Joshi
Creative team: Navin Chawla, Sanket Pathare, Tarun Kumar, Surabhi Dave, Pritam Pal Singh, Mustafa Shaikh, Allita Crasto, Zeanne D’ cunha’
Production house: Electric Dreams Film Company
Director of the TVC: Aniruddha Sen
Music Director: Ehsan and Loy
Singers: Prakriti Kakkar, Sukriti Kakkar, Nihal Shetty, Yatharth Ratnum