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'Unbox Zindagi' Snapdeal's new identity

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MUMBAI: Snapdeal India has announced the launch of its new brand identity, which aims to capture the pulse of a confident, aspirational India.

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 positioning is about recognizing 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, expressed in the new brand identity as “Unbox Zindagi.”

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, Snapdeal CEO and co-founder Kunal Bahl said “India is transforming rapidly. Their aspirations and desires are based not on where they come from but where they can reach. We seek to engage with the next 100 million online shoppers from all parts of an increasingly connected India.”

Snapdeal co-founder Rohit Bansal said, “The impact of e-commerce allows consumers to overcome third world constraints and aspire for better lives. At Snapdeal, the delivery of functional benefits like speed, convenience and value is everyday work, but our larger journey is about being the bridge between access and aspiration".

Prasoon Joshi and his team at McCann have conceived and executed the “Unbox Zindagi” campaign. Elaborating on the concept of the campaign, McCann Worldgroup CEO India and chairman Asia Pacific Prasoon Joshi said “When a 'boxed' existence is opened up, it unleashes great human potential."

The campaign has brought to life by series of films directed by Amit Sharma and his team at Chrome. The lyrics of “Unbox Zindagi” have been written by Prasoon Joshi and set to uplifting soundtrack by the legendary musical genius of Shankar, Ehsaan & Loy. Raj Kamble, Founder and CCO of Famous Innovations has created the striking visual imagery for the logo launch film and print campaigns.

The brand design, built around the distinct red box and the possibilities that each unboxing brings, has been led personally by Design Studio CEO Paul Stafford.

The new brand identity has been rolled out 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.

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