Online marketplace Snapdeal has announced the launch of its new logo and tagline, Unbox Zindagi (or Unbox Life), as it aims to position itself differently in the hyper-competitive e-commerce business.
As part of the makeover, Snapdeal’s logo will now be in vermello (a shade of red) instead of the existing blue and red combination. With the new positioning, the company aims to reach the next 100 million online shoppers across India.
“We 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,” Co-founder and CEO, Kunal Bahl, Snapdeal, said.
Starting from 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.
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.
Ad-guru Prasoon Joshi and his team at McCann have conceived and executed the “Unbox Zindagi” campaign for Snapdeal. The campaign has brought to life by series of films directed by Amit Sharma and his team at Chrome, capturing emotions and moments that are as poignant as they are powerful. The lyrics of “Unbox Zindagi” have been written by Prasoon Joshi and music is given by and music director trio Shankar Ehsaan and Loy.
Logo has been designed by a UK-based company which has, in the past, designed the logo for Airbnb, an online marketplace that enables people to list, find, rent vacation homes for a processing fee.
Behind the scenes of new logo
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.
Speaking about the evolution of the brand, Co-founder Snapdeal, Rohit Bansal said “The impact of e-commerce in India has been and will continue to be transformative. It allows consumers to overcome third world constraints and aspire for better lives. 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.”