Sankara Narayanan
New Delhi: The new brand identity aims at re-positioning Snapdeal as the platform that believes in the potential and dreams of its consumers and partners them in their journey to a better life. The heart of the new positioning is about recognizing the real needs of the users and understanding that each purchase is not just a transaction, but an opportunity to upgrade to a better life expressed in the new brand identity as “Unbox Zindagi”.
The new brand identity focuses on the lives, dreams, and aspirations of the consumers and is the culmination of an intense effort involving deep research and involvement of top creative agencies from India and outside. To understand the pulse of the consumers, key members of Snapdeal leadership team traveled across the country earlier this year, meeting both existing and prospective users in cities like Mumbai, Delhi, Kolkata, Chennai, Guwahati, Bhopal, Rajkot, Nagpur, Madurai and more to truly understand what really matters to them. The new positioning and identity is based on insights drawn from these interactions.
Snapdeal users will now be able to experience the new identity across multiple touch points ranging from brand communication to browsing, from discovery to decision and culminating in the key moment when the new boxes will be delivered to the users.
Highlighting the philosophy behind the brand re-positioning, Kunal Bahl, Co-founder and CEO, Snapdeal, said “India is transforming rapidly and millions of Indians believe that the best days of their lives are ahead of them. Their aspirations and desires are based not on where they come from but where they can reach. Snapdeal will be the platform that will enable users to unlock their aspirations. That is why we are moving the narrative to the users and to their desire to upgrade to a better life. With this new positioning, we also focus on the next phase of our growth, as we seek to engage with the next 100 million online shoppers from all parts of an increasingly connected India.”
Speaking about the evolution of the brand, Rohit Bansal, Co-founder Snapdeal, “The impact of e-commerce in India has been and will continue to be transformative. It allows consumers to overcome third world constraints and aspire for better lives. At Snapdeal, the delivery of functional benefits like speed, convenience and value is everyday work, but our larger journey is about being the bridge between access and aspiration. Our new logo is visualized from the perspective of the happiest moment for an online buyer i.e. when she receives her ‘box’. We understand that every box that we deliver contains not just a product but represents a new opportunity, an aspiration or the start of a journey for our consumers. Our entire new brand identity right from the brand mark to its extensions, reflects the box – a representation of untold potential and possibilities.”
Prasoon Joshi and his team at McCann have conceived and executed the “Unbox Zindagi” campaign. Elaborating on the concept of the campaign, Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer India, McCann Worldgroup, said “The concept of this communication is Unbox Zindagi i.e When a ‘boxed’ existence is opened up, it unleashes great human potential. It urges one to go ahead and free a world full of dreams and hopes. The brand belief is that the best is yet to happen, the extraordinary is yet to come and history is waiting to be written by you.”
The campaign has brought to life by series of films directed by Amit Sharma and his team at Chrome, capturing emotions and moments that are as poignant as they are powerful. The lyrics of “Unbox Zindagi” have been written by Prasoon Joshi himself and set to incredibly uplifting soundtrack by the legendary musical genius of Shankar, Ehsaan & Loy. Raj Kamble, Founder and CCO of Famous Innovations has created the striking visual imagery for the logo launch film and print campaigns.
The brand design, built around the distinct red box and the possibilities that each unboxing brings, has been led personally by Paul Stafford, CEO and Founding Partner at Design Studio. The new logo, with two arrows forming a box, conveys Snapdeal’s journey as partners and enablers, indicating progress, onwards and upwards.
Snapdeal’s delivery boxes will now be in a unique shade of red, called Vermello. With the choice of this new color for the box, Snapdeal salutes the confidence and passion of an India, where the aspirations and dreams are unconstrained and their fulfillment a recurring moment of celebration.
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