India : Snapdeal unveils new brand identity with Unbox Zindagi

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Snapdeal unveils new brand identity with Unbox Zindagi

12
Sep '16

As it gets ready for the next 100 million shoppers, who are likely to come online over the next five years, India's largest online marketplace Snapdeal has launched a new brand identity. The new 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 heart of the new positioning 'Unbox Zindagi' is about recognising the real needs of the users and understanding that each purchase is not just a transaction, but an opportunity to upgrade to a better life, the company said.

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. It is based on insights drawn from interactions that Sanpdeal leadership team had earlier this year with both existing and prospective users across Indian cities.

"India is transforming rapidly and millions of Indians believe that the best days of their lives are ahead of them. Their aspirations and desires are based not on where they come from but where they can reach. 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,” said Snapdeal co-founder and CEO Kunal Bahl, highlighting the philosophy behind the brand re-positioning.

“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,” said Rohit Bansal, co-founder, Snapdeal.

With the rolling out of the new brand identity, Snapdeal's delivery boxes will now be in a unique shade of red, called Vermello. (RKS)

Fibre2Fashion News Desk – India

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