Top Story

e4m_logo.png

Home >> Digital >> Article

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

12-October-2015
Font Size   16
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.”

Tags Monday Preview Sale Aamir Khan. FCB Ulka

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube