Snapdeal to spend Rs 200 crore on Diwali marketing campaign

With Diwali coming soon, e-commerce portal Snapdeal has announced that it will be spending more than Rs 200 crore on a 360-degree marketing campaign over the next 60 days.

The new campaign will be launched next month on TV, YouTube, print, digital and social media, and will also be seen outdoors on billboards and external installations. 

Snapdeal said that the campaign will be designed to drive traffic and increase consumer awareness about its exciting festive season offers hosted by brand partners and its lakhs of sellers.

Kanika Kalra, Vice President Marketing at Snapdeal said, “Diwali is the most relevant shopping season in India, and we have decided to leverage this opportunity to strengthen our distinct position in the consumers’ mind. 

"It is not just advertising, but our whole ecosystem is gearing for the season. Our platform and logistics are geared to handle huge surges as India gets into the festive spirit, while our sellers are readying their stocks to offer the best assortment and choices to our consumers”.

Key members of the Snapdeal leadership team spent over a week travelling across country meeting both, users and prospective users, in cities like Mumbai, New Delhi, Kolkata, Chennai, Guwahati, Bhopal, Rajkot, Nagpur, Madurai, to understand what really matters to them, the company said. 

The Diwali marketing campaign will be based on the insights drawn from these meetings.

The marketing investments, while timed with the festive season, are also part of a longer-term effort to create a distinctive brand positioning for Snapdeal amid a furious war for market share being fought between e-commerce portals, including Flipkart and Amazon. 

With Snapdeal's announcement, it wouldn't be long before Amazon India and Flipkart gear up for the upcoming festive season.