FCB Ulka’s campaign for the e-commerce brand conveys the message that using the new Snapdeal ‘Shake Feature’ is a sure shot way to get additional discounts
BestMediaInfo Bureau | Mumbai | August 20, 2014
E-commerce player Snapdeal has launched a TVC titled ‘Baarat’, to introduce a new ‘Shake Feature’ on its portal. The campaign conceptualised by FCB Ulka conveys the message that the new feature is not only cool, but also gets the user additional discounts on the online shopping site.
The ‘Baarat’ TVC starts with the protagonist, played by actor Pulkit Sharma, dancing at a colourful Indian wedding. Every time he does a ‘shake’ with his smart phone in hand, he is given money by an enthusiastic relative at the wedding party. The voice over meanwhile tells the viewers that using Shake Feature is a sure shot way to get additional discounts from Snapdeal.
Sandeep Komaravelly, Vice-President, Marketing, Snapdeal, said, “The smartphone has become an extremely important medium to reach out to our customers. 50 per cent of our transactions on Snapdeal.com come via our mobile app. The Shake Feature is an innovative step to amplify the user experience while shopping on the mobile application. The customers will be able to avail exciting offers on a range of 4 lakh products, across 6,000+ brands.”
Sachin Das Burma, Group Creative Director, FCB Ulka, said, “The Shake Feature is a new thing and we wanted the communication to demonstrate this in an interesting manner, without losing out on the entertainment quotient and slice-of-life situation, which has been our attempt for all the work we do on Snapdeal. I think we have managed to achieve that.”
Brand: Snapdeal – Shake TVC
Creative Agency: FCB Ulka Advertising, Delhi
National Creative Director: KS Chakravarthy (Chax)
Group Creative Directors: Sachin Das Burma, Anurag Bhalla
Creative Team: Mukesh Sablania, Bipin Bist, Himanshu Saxena, Avinash Chauhan
Account Management: M Damodaran, Ragini Sharma Banik, Shruti Kapoor
Agency Producers: Alpa Jobalia, Mazhar Khan
Production House: Chrome Pictures
Director: Hemant Bhandari
Producer: Prafull Sharma, Nancy Beso