Snapdeal unveils new brand identity

Snapdeal, India's largest online marketplace has announced the launch of its new brand identity, "Unbox Zindagi" campaign.

The new brand identity repositions Snapdeal as the platform that believes in the potential and dreams of its consumers and partners them in their journey to a better life.

The new brand identity focuses on the lives, dreams and aspirations of the consumers and is the culmination of an intense effort involving deep research and involvement of top creative agencies from India and outside.

To understand the pulse of the consumers, key members of Snapdeal leadership team traveled across the country earlier this year, meeting both existing and prospective users in cities like Mumbai, Delhi, Kolkata, Chennai, Guwahati, Bhopal, Rajkot, Nagpur, Madurai and more to truly understand what really matters to them. The new positioning and identity is based on insights drawn from these interactions.

Starting today, Snapdeal users will be able to experience the new identity across multiple touch points ranging from brand communication to browsing, from discovery to decision and culminating in the key moment when the new boxes will be delivered to the users.

Highlighting the philosophy behind the brand re-positioning, 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."

Speaking about the evolution of the brand, Rohit Bansal, co-founder, Snapdeal, said, "Our new logo is visualized 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 new Snapdeal brand story has been put together by Prasoon Joshi and his team at McCann.

Elaborating on the concept of the campaign, Prasoon Joshi, chairman, Asia Pacific, CEO & chief creative officer, India, McCann Worldgroup, said, "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."

The brand design, built around the distinct red box and the possibilities that each unboxing brings, has been led personally by Paul Stafford, CEO and founding partner, Design Studio. The new logo, with two arrows forming a box, conveys Snapdeal’s journey as partners and enablers, indicating progress, onwards and upwards.

Snapdeal's delivery boxes will now be in a unique shade of red, called Vermello. With the choice of this new color for the box, Snapdeal salutes the confidence and passion of an India, where the aspirations and dreams are unconstrained and their fulfillment a recurring moment of celebration.

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.