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E-commerce company Snapdeal has announced the launch of a new brand campaign “Brand Waali Quality, Bazaar Waali Deal” highlighting the company’s positioning as a shopping destination that disrupts the notion that only expensive products offer good quality.

The campaign communicates Snapdeal’s unique value proposition – good quality at low prices, it said in a statement today.

Through a series of videos, the campaign challenges the conventional “brand-oriented” thinking and draws the attention of the audience to the depth of high-quality choice that is available online and showcases that great quality is also available at affordable prices.

The campaign is targeted towards smart, value-conscious buyers, who are not necessarily taken in by the “brand quotient”, but are focussed on getting good quality, high utility items including fashion, accessories, homeware and much more, the company highlighted.

“Value is an integral part of India’s purchase journey – online or offline. It is shaped by decades of experience and acumen of Indian families in looking beyond the sales talk to find the best value for their rupee. In today’s connected world, it is also in the collective wisdom from one’s network that helps sort real value from the hype. This campaign is a nod to the savvy online buyers, who understand that great quality does not need to cost more,” Snapdeal Chief Executive Officer and Co-Founder Kunal Bahl said.

Snapdeal’s new campaign is designed based on consumer insights gathered through extensive research, the company said.

While users are familiar with value-priced options, they also seek a consistently predictable experience on quality, assortment, price and service, Snapdeal said.

The company claims to have built out a complete solution, where the entire assortment on the platform is aligned with the value e-commerce tenets of good quality at low prices. With its distinctive positioning, as seen in the campaign, Snapdeal is visibly reaffirming its leadership in the value e-commerce space.

While value retail has traditionally thrived in India’s bazaars and in more recent times through modern format value retailers, an online equivalent of the same was missing, the company noted.

Conceptualised and developed in partnership with All things small and EO2, Snapdeal’s “Brand Waali Quality, Bazaar Waali Deal” campaign will reach out to consumers pan-India, and will also highlight the ease of buying on Snapdeal and the simplicity of payments and returns, the company said.

The campaign includes 10 videos ranging and will run across a variety of media, it added.

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