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Snapdeal takes a dig at brand hype to highlight its value proposition

New campaign features Bollywood actors Riteish and Genelia Deshmukh.

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KOLKATA: E-commerce player Snapdeal has rolled out a new campaign - Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition - good quality at low prices.

The campaign features Bollywood actors Riteish Deshmukh and Genelia Deshmukh. Using humour, the ad takes a lighthearted dig at a mindset that feels that anything can be good only if it is branded.

Through a series of videos, the campaign challenges the conventional “brand-oriented” thinking and draws the attention of the audience to the depth of high-quality choice that is available online and showcases that great quality is also available at affordable prices. It is targeted towards smart, value-conscious buyers, who are not necessarily taken in by the “brand quotient”, but are focused on getting good quality, high utility items including fashion, accessories, homeware and much more.

Snapdeal CEO & Co-founder Kunal Bahl said, “Value is an integral part of India's purchase journey - online or offline. It is shaped by decades of experience and acumen of Indian families in looking beyond the sales talk to find the best value for their rupee. In today’s connected world, it is also in the collective wisdom from one’s network that helps sort real value from the hype. This campaign is a nod to the savvy online buyers, who understand that great quality does not need to cost more.”

Conceptualised and developed in partnership with All things small and EO2, Snapdeal’s Brand Waali Quality, Bazaar Waali Deal will reach out to consumers pan-India. The campaign has gone live today and will run over the summer months.

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