Her inner voice

Written by Banasree Purkayastha | Updated: Feb 18 2014, 10:54am hrs
Campaign: Fashion for your family

Brand: Snapdeal

Company : Snapdeal.com

Agency: Draftfcb+Ulka

The Campaign

The ad opens on a housemaid balancing a pile of clothes and boxes marked Snapdeal, muttering to herself that the family spends the entire on the computer shopping. She then opens a wardrobe where several clothes are hanging and comments that there are five tops of the same colour. Roz nayi dupatta, naye suit (Every day a new dupatta, a new suit), she rambles on adding, Beti toh beti, maa bhi mental ho gayee hai (Not just the daughter, even the mother has gone mad). We next see her folding away clothes into a drawer and sarcastically saying, Bat pakadna nahi aata nahi par.. khelne ke liye alag kapde (Can't hold a bat, but needs separate set of clothes to play) referring to the young boy in the family. She is then seen holding her bossss formal set of clothes and a pair of cargo pants. Sahab pehle aise the..ab aise hogaye, (Sahab was like this earlier and now he wears these) she comments caustically, adding, Click karne se kapde aate hain dhulte nahin hain (New clothes come at one click, but they dont get washed by clicking). We now see the family on the computer, busy shopping online. The next shot shows the Snapdeal.com home page, and we see clothes, shoes and accessories appearing on the family members. Poori family ke liye snapdeal.com pe shopping karo aur paise bhi bachao, exclaims the maid and then realisation dawns on her. We now see the maid standing next to the memsahib and telling her, Toh memsaabpagaar badhao (Increase my salary since you are saving so much money).

Our Take

The dictionary defines oniomania as a compulsive desire to shop. And when the store happens to be just a click away and entices you with the latest brands and fabulous discounts, who can resist That's the premise for the latest Snapdeal television commercial. So here is a family of oniomaniacs happily clicking away oblivious to the angst of the housemaid who is inundated by the packages being delivered every day. However, what is different in the ad is that it is the bristly maid who is seen and heard all the time while the family which does the actual shopping gets a cameo role. And that's where the fun lies as the maid goes about prattling about the fashion habits of the saab, the madamji, the teenaged daughter and the little son. Instead of showing fashionable young things in the latest designer wear, the ad tells the story through the maid who is witness to the constant buying. And reinforces the message that Snapdeal is where the consumer can find something new to buy everyday.

In its previous ad campaign, Snapdeal had introduced itself as a destination for savings for its consumers. This campaign is focused around establishing Snapdeal as a destination for a family shopping for fashion products. With almost all online shopping sites offering more or less the same products and prices, the ads too tend to ape each other. A distinct tone of voice is therefore necessary to stand out. And that it credibly does, by preferring to talk through the fiesty maid instead of speaking directly to the end-user.