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Snapdeal launches new campaign to introduce ‘Shake Feature’

MUMBAI: E-commerce company Snapdeal has launched a TVC titled ‘Baarat’ to introduce a new ‘Shake Feature’ on its portal.

Conceptualised by FCB Ulka, the campaign conveys the message that the new feature is not only cool but also gets the user additional discounts on the online shopping site.

The ‘Baarat’ TVC starts with the protagonist, played by actor Pulkit Sharma, dancing at a colourful Indian wedding. Every time he does a ‘shake’ with his smart phone in hand, he is given money by an enthusiastic relative at the wedding party. The voice over, meanwhile, tells the viewers that using Shake Feature is a sure shot way to get additional discounts from Snapdeal.

Snapdeal VP, marketing Sandeep Komaravelly said, “The smartphone has become an extremely important medium to reach out to our customers. 50 per cent of our transactions on Snapdeal.com come via our mobile app. The Shake Feature is an innovative step to amplify the user experience while shopping on the mobile application. The customers will be able to avail exciting offers on a range of 4 lakh products, across 6,000+ brands.”

FCB Ulka group creative director Sachin Das Burma said, “The Shake Feature is a new thing and we wanted the communication to demonstrate this in an interesting manner, without losing out on the entertainment quotient and slice-of-life situation, which has been our attempt for all the work we do on Snapdeal. I think we have managed to achieve that.”