This festive season, the intention is to break the template: Idi Srinivas Murthy

As part of the 8-week-long festive plan, Snapdeal has introduced a new concept of ‘Preview Monday Sales’ which will go on till Diwali

e4m by Sarmistha Neogy
Updated: Oct 12, 2015 8:04 AM
This festive season, the intention is to break the template: Idi Srinivas Murthy

Snapdeal has recently kick-started its 8-week-long festive plan. Last year, the e-commerce portal had launched one of the biggest marketing campaigns ever for the Diwali season, spending approximately Rs 100 crores on the festive season.

According to Idi Srinivas Murthy, Senior Vice President, Marketing, Snapdeal, the ad spends this year will be in line with last year. “But unlike, last time, this year, the intention was to do something young and cheerful and break the template. So we got Aamir and Prasoon Pandey on board and the whole intention was to make campaigns which are creative and impactful in nature,” he said.

Last year, it had 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.

Snapdeal has announced the ‘Electronics Monday Sale’ for October 12, which will offer upto 50 per cent off on electronic gadgets. This is part of the 8-week long festive plan of the e-comm portal. This year, Snapdeal has introduced a new concept of ‘Preview Monday Sales’ which will go on till Diwali. FCB Ulka has conceptualised campaigns with Aamir Khan where he is seen doing Sher-o-shayeri to announce the sale offers. Till now, four ads with Aamir are out, and two others with actor Madhavan have been released for the Southern market.

Electronics Monday:

Aamir Giraffe:

Aamir Mauka:

Aamir Shararat:

Madhavan Cliff:

Madhavan Kidnap:

Commenting on the main idea behind the Monday Preview Sale, Murthy said, “The idea was to build Monday as a key shopping property. There are different parts of e-commerce habits, like we earlier came up with weekend sales and saw spike during those days. This time the task was to build on Monday and make it into a habit.”

Talking about few interesting facts from the 1st Monday Preview sale which took place on September 28, he cited, “Other than the usual categories like electronics, some interesting categories like furniture did really well. Also there was tremendous amount of good response from the Southern market. There was also a 10x increase in sales and 6x increase in volumes as compared to normal days.”

Speaking of what different incentives are they offering to customers during the festive season, Murthy added, “We ensure that a customer faces no glitch during shopping, so other than good deals, great pricing, new exclusive products, preparing for the technology, improving our supply chain and delivery time options. Our platform is strengthened and geared to handle traffic surges without any delays. Our mobile interface was also recently revamped and upgraded to provide the customers a smooth navigation.”

Commenting on if they have plans to go the App-only way like their competitors, he elaborated, “Our mobile site, sees a good amount of traction and only 6-weeks back, we upgraded our mobile interface. The mobile web-browser is also seeing a great response. Desktop on the other hand is usually seen as a good metro, late evening, family browsing time. While we have been getting good traction, on the mobile app, but discontinuing the other platforms is not in our mind. We believe in staying multi-platform and giving the customer choices.”

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