Debrief: Snapdeal: Deadly idea

10 Jan,2012

By Anil Thakraney


It takes some guts, especially in a superstitious India, to run ads that feature the god of death as the protagonist. Well, the ‘great deals’ website has done exactly that, and no, don’t think the site will expire in a hurry.


Termed ‘Yamdude’ in the campaign, the deadly god goes about having fun with scared dudes and the cool Snapdeal deals. He basically saves lives instead of taking them, being distracted by the product offers. In one ad, a sky diver’s ‘time’ has come, so Mr Yamdude arrives mid-air to get him. But when the chap flashes his discount coupons, the god gives him a chance to live, and instead buys himself goodies with the coupons.


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Good, fun advertising. And the wackiness will help get instant brand recall. This sort of an over-the-top idea is required for a new website that simply deals in great sales offers. Safe advertising would have killed the brand even before the god of death arrived. So, a pat on the back for taking the risk.


Seems to have paid off already., because of the cool Yamdude, is being discussed on the social media. Always a good sign for brands targeted at the urban youth.


Rating: (On a scale of 1 to 5): 3.5 Funky idea, entertaining ads.


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