FCB Ulka highlights ‘Shake Feature’ for Snapdeal

13 Aug,2014

By A Correspondent


Smartphones have empowered consumers to shop on the go, at a time convenient to them. This calls for a shift in focus to a more tech savvy way of shopping i.e. via a mobile phone. But how do online retailers get consumers to download their mobile app instead of the competition? One way of course, is to innovate and introduce new features and thereby create a superior shopping experience. Snapdeal’s Shake Feature does exactly that. The new TVC created by FCB Ulka gets the message across, by highlighting the app cleverly.


Keeping the quirkiness that is the hallmark of Snapdeal’s communication, the Shake Feature TVC, crafted by FCB Ulka, shows the protagonist (played by actor Pulkit Samrat) dancing at a colorful Indian wedding. Every time he does a shake with his smartphone in hand, he is given money by an enthusiastic relative in 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.


Sachin Das Burma, Group Creative Director, FCB Ulka, commented on the campaign “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 that has been our attempt for all work we do on snapdeal. I think we have managed to achieve that.”


Sandeep Komaravelly, Vice President Marketing, Snapdeal.com, said, “The smartphone has become an extremely important medium to reach out to our customers. 50% 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 diverse range of 4 lakh products across 6000+ brands.”


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