Snapdeal spends Rs 200 crore to 'unbox' itself

Snapdeal on Monday announced it will undergo a rebranding of the company. As part of the rebranding activity, the e-commerce company revealed its new logo, new brand identity 'Unbox Zindagi' and brand colour Vermello (red) after doing away with the previous red and blue logo.

Snapdeal has invested Rs 200 crore in rebranding activities which focuses on wooing the next 100 million potential online shoppers. The SoftBank-backed company has pumped in over Rs 200 crore for the re-branding initiative, which will include a 360-degree marketing campaign ahead of the festive season.

The new brand identity has been rolled out at all touch points, on the app, website, m-site and through all brand communication. A campaign, with the new brand identity, will appear in the form of TVCs, print, outdoor and all digital media including YouTube, Facebook, Twitter and Instagram, said the company.

Kunal Bahl, Co-founder and CEO, Snapdeal said, “Snapdeal will be the platform that will enable users to unlock their aspirations. That is why we are moving the narrative to the users and to their desire to upgrade to a better life. With this new positioning, we also focus on the next phase of our growth, as we seek to engage with the next 100 million online shoppers from all parts of an increasingly connected India.”

Rohit Bansal, Co-founder Snapdeal, “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.”

The brand design, built around the distinct red box has been led personally by Paul Stafford, CEO and Founding Partner at Design Studio. The new logo, with two arrows forming a box, conveys Snapdeal’s journey as partners and enablers, indicating progress, onwards and upwards, said the company.

Snapdeal's new campaign 'Unbox Zindagi' regarding its rebranding has been put together by creative ad agency McCann Worldgroup. Renowned ad film-maker and CEO and Chief Creative Officer India of McCann Worldgroup, Prasoon Joshi and his team had conceived the idea for the campaign. In fact, the lyrics of “Unbox Zindagi” have been written by Joshi himself and sung by Shankar, Ehsaan & Loy.

“The concept of this communication is Unbox Zindagi i.e When a ‘boxed’ existence is opened up, it 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,” said Joshi.

The TV campaign was directed by Amit Sharma and his team at Chrome.

Raj Kamble, Founder and CCO of Famous Innovations has also worked on logo launch film and print campaigns.

(With inputs from PTI)