Snapdeal has unveiled a new logo, 360-degree marketing campaign, new packaging and more.
With competition intensifying in the domestic e-commerce market, Snapdeal has carried out a major overhaul of its branding and positioning. With an investment of Rs 200 crore, eyes are on the next 100 million e-commerce shoppers, the e-tailer says.
The Softbank-led company is now focussed on the next phase of growth, engaging the next 100 million online shoppers, Kunal Bahl, CEO and Co-founder, Snapdeal said.
"There are about 50-60 million online buyers in India currently and for e-commerce to become larger, the next 300-400 million people coming online would be very important... Things like discounts, fast shipping, functional benefits are already there, but going ahead, e-commerce brands will have to stand for something of a higher order," Bahl added.
The move also comes in the run up to the festive season which has ended up being the peak time for e-commerce companies like Snapdeal, Amazon, and Flipkart to go all out with discounts and attractive offers, to push sales.
The rebranding is an effort beyond the usual ramping up of logistics that is done every year by the e-tailers to ensure timely delivery of packages at peak demand.
What all is new at Snapdeal?
(a) All-new 'Vermello' look
Snapdeal's website has an all new look, with the colour red taking precedence.
"Our magnificent shade of red that we call Vermello, is a bold and modern symbol of India's audacious aspiration that our brand seeks to enable," Snapdeal said.
"The new positioning is focussed on the aspirational India. It is about understanding that each purchase is not just a transaction, but an opportunity to upgrade to a better life as is expressed in the new brand identity -- Unbox Zindagi," Bahl said.
(b) A new logo
Snapdeal bid goodbye to its red and blue typographic eponymous logo and has brought in a 'red' box logo. "Our symbol is so much more than just a box, it's representation of untold potential and possibilities," Snapdeal said.
New Logo
Old Logo
The new logo, with two arrows forming a box, conveys Snapdeal's journey as partners and enablers, indicating progress, onwards and upwards," Bahl said.
(c) New webpage look
Snapdeal even has a new look for its website which is cleaner, less clunkier, with products arranged in neat categories.
(d) A 360-degree marketing campaign ahead of the festive season.
"I think we have spent Rs 200 crore or north of that in the entire campaign," he said, adding that the overhaul is based on the insights of interactions of key members of its leadership team with existing and potential users in metros as well as cities like Guwahati, Bhopal, Rajkot, Nagpur, Madurai.
(e) New delivery boxes
Snapdeal's delivery boxes will also be a shade different from the regular brown cardboard boxes that have become synonymous to e-commerce packages.
"Our delivery boxes will be in the shade of red, which we are calling Vermello."
(f) New look for the app
Even the Android and iOs apps have been updated to be in line with the new branding.
Here's how the app interface looks now on Google Play Store
The campaign has been conceived by Prasoon Joshi and his team at McCann while Shankar, Ehsaan and Loy have worked on the jingle.
(With agency inputs)
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