Kunal Bahl along with Rohit Bansal, started a new venture in February 2010, named as Snapdeal.com. India’s largest online marketplace, with the widest collection of more than 12 million products across 500+ diverse categories from thousands of regional, national and international brands and retailers.
Snapdeal defines itself by 5 core values they live by and believe are an integral part of their success, which are –
- Innovation –freedom to take responsible risk.
- Change – change to evolve.
- Openness – sharing ideas and feedback.
- Ownership – collaboration with individual accountability.
- Honesty – doing the right thing.
What’s in for Snapdeal?
Snapdeal, recent digital campaign ‘Dil ki deal’ was launched with the vision to create India’s most impactful digital commerce ecosystem that creates life-changing experiences for all of its buyers and sellers. Where the focus of this campaign was on the emotional fulfillment for its consumers and the objective was to grow the number of buyers and sellers on the platform. They tried to connect on the emotional level with their consumers.
With the increasing growth of internet penetration in the country, the brand has chosen the one of the best face of Bollywood ‘Aamir Khan’ to promote its online marketplace across India.
The brand is looking to be the biggest shopping destination for internet users across India; at present they enjoy having more than 40 million users and around 150,000 sellers, delivering to more than 5000 cities and towns in India and hopes to grow further.
Sandeep Komaravelly, SVP – marketing, Snapdeal said, “We truly believe in the power of emotions and are sure that with Aamir Khan as the face of the ‘Dil ki deal’ campaign will receive a warm uptake amongst consumers.”
What worked for them!!
With their earlier campaigns focusing on the tangible benefits offered by this platform, their new ‘Dil Ki Deal’ campaign has position itself to build an emotional connect with consumers.
The campaign comprises of short and crisp videos of Aamir Khan as a viewer, as well as a consumer himself. He observes how wishes of people around him are being fulfilled through Snapdeal Purchases. The campaign was launched with a series of curiosity invoking posts on Social Media, followed by emotional photographs and other visuals.
The campaign has been extended on various social media sites such as Facebook, Twitter etc. Conversations have been built around the campaign #DilKiDealOnSnapdeal with the help of many simple contests that helps in driving video views to higher numbers.
Snapdeal’s Facebook and Twitter pages were flooded with pictures of the Dil Ki Deal logo creating curiosity around the new campaign and was followed by sharing the new TVC and related visuals.
Snapdeal also launched a blogging contest where in people were invited and encouraged to share their own life experiences where they have listened to their heart and have done something special to make their loved ones feel special.
Achievements so far!
Snapdeal enjoy over 3,235,657 followers on facebook, 40 million+ subscribers which reflect on their success in enticing their customers with their innovative campaigns.
From #GoodDeedWithSnapdeal to its ongoing #DilkiDealOnSnapdeal, Snapdeal’s campaigns have almost always succeeded in striking the right chord and capturing attention of the customers.
Snapdeal has witnessed a 600% growth from 2013 to 2014 and it hopes to grow their sellers and buyers base further with this campaign. In its journey till now, Snapdeal has partnered with several global marquee investors and individuals such as SoftBank, BlackRock, Temasek, eBay Inc., Premji Invest, Intel Capital, Bessemer Venture Partners, Mr. Ratan Tata, among others.
Also, with its acquisition of Freecharge in 2015, a leading mobile transactions platform, Snapdeal has become the largest m-Commerce company in the country.
So what we learned?
- People are fed up with product centric advertisement. In consumption driven society it’s the details and personalisation that counts.
- The digital space forces brands to rethink their brands value propositions. Instead of focusing on what they had to offer, they focused on the emotional fulfillment for its consumers which connected the consumer with the brand on next level.
Image Credits: Snapdeal