Indian ecomm player Snapdeal dons new brand identity
Indian ecommerce platform, Snapdeal, has embarked on a journey to become unanimous with its consumers, by developing a new brand identity including a logo change. Snapdeal aims to catch the growth and aspiration sentiment in India through the repositioning. Looking to deliver a experience that has the tagline ‘Unbox Zindagi‘, the new identity focuses on the lives, dreams, aspirations and the journey towards their realisation.
In an effort to understand the requirements and expectations of the modern day customer and to bridge the gap between demand and access, Snapdeal officials claim to have traveled all over India on a mission to connect. The insights gained will be evident in the functioning of the brand henceforth, spanning from communications, product ranges to delivery.
The campaign to establish the new brand identity will be rolled out across different communication channels including TVCs, print, outdoor and all digital media including YouTube, Facebook, Twitter and Instagram. McCann Worldgroup is the agency that led the creative thought process behind the 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, when a ‘boxed’ existence is opened up, 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.”
A series of films directed by Amit Sharma and his team at Chrome, with the ‘Unbox Zindagi‘ jingle conjured by Prasoon Joshi (lyrics) and Shankar, Ehsaan, Loy (music), are ready to set the campaign in motion.
The new brand design is conceptualised by Paul Stafford, CEO and Founding Partner at Design Studio, that represent the confidence of the aspiring Indian, and Snapdeal’s partnership in the journey of progress.
Rohit Bansal, Co-founder, Snapdeal said, “The impact of ecommerce 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 visualised 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.”
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