You hear it [almost] everywhere these days – discount sites offering great deals. Many think the idea hasn’t come of age. One yamdoot disagrees. So does Snapdeal.
Not many Indians know him as ‘Grim Reaper’. For people of this country, he goes by the name of Yamdoot, the famous messenger of death. Actually, if you want to add a touch of funk to his identity, call him ‘Yamdude’, as he is christened in the latest Snapdeal campaign.
Group-buying and discount websites are a rather modern day occurrence in India. But every passing day, more and more are buying into the idea. Most are either teenagers or those with a youthful spirit. Understanding this, Snapdeal has come up with a concept that appeals to youngsters, is light-hearted and snappy to say the least. The campaign has Yamdude sporting shades, branded shoes, watches, jewelllery et al. He is even shown enjoying a good facial treat at a beauty salon! This series of four TVCs has non-serious 20-25 second-long scripts, and that is perhaps where the ads score the most points.
The series of ads (where Yamdude is shown enjoying discount offers from Snapdeal.com), was conceptualised by DraftFCB Ulka. Some are of the opinion that the content lacks originality, because it is a direct lift from a foreign ad. [Remember the Green King IPA beer TVC, where the young lad survives some ‘fatal’ accidents because the angel of death is busy sipping beer at a bar?] Agreed. But given that the idea is now being put forward to Indian consumers, one’s got to trust that these TVCs can influence brand recall – and in favour of Snapdeal.
Explaining the thought process behind the campaign, Shiveshwar Raj Singh, COO, DraftFCB Ulka tells 4Ps B&M, “At Snapdeal, the kind of deals you get are so wonderful that even immortals would be hard pressed to turn them down. With this simple premise, we came up with the idea of the God himself getting enamored by the range of earthly experiences that you can get access to with Snapdeal. Once you have an iconic image like ‘Yamdude’ in your campaign, then all product offerings get wrapped around it”. Without using a celebrity, the wisemen behind the campaign have managed what others using the most publicly-recognised faces often can’t – paint the real meaning of the brand’s punchline. Through this campaign, Yamdude does prove why ‘You only live once’.
The campaign has been launched across all media vehicles, including TV, radio, Out of home and online. While nearly 35% of the ad spend has been reserved for airing TVCs, the rest is equally distributed amongst the remaining media forms.
The first TVC was launched on December 15, 2011. It showed a skydiver struggling with his parachute. Along came Yamdude, who spares the skydiver’s life in exchange for his Snapdeal vouchers! Other TVCs showed a marathon runner whose life is spared, an old man who gets to live another year (because Yamdude gets busy with his Snapdeal consignments), and a Snapdeal delivery guy who comes face to face with Yamdude (Yamdude takes the delivery at room #773H – invert the room number vertically and it reads HELL!). The work of the lead cast Vijay Maurya – who plays the role of the powerful yet likable Yamdude – in putting across the message is worth a word of appreciation.
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Source : IIPM Editorial, 2012
Not many Indians know him as ‘Grim Reaper’. For people of this country, he goes by the name of Yamdoot, the famous messenger of death. Actually, if you want to add a touch of funk to his identity, call him ‘Yamdude’, as he is christened in the latest Snapdeal campaign.
Group-buying and discount websites are a rather modern day occurrence in India. But every passing day, more and more are buying into the idea. Most are either teenagers or those with a youthful spirit. Understanding this, Snapdeal has come up with a concept that appeals to youngsters, is light-hearted and snappy to say the least. The campaign has Yamdude sporting shades, branded shoes, watches, jewelllery et al. He is even shown enjoying a good facial treat at a beauty salon! This series of four TVCs has non-serious 20-25 second-long scripts, and that is perhaps where the ads score the most points.
The series of ads (where Yamdude is shown enjoying discount offers from Snapdeal.com), was conceptualised by DraftFCB Ulka. Some are of the opinion that the content lacks originality, because it is a direct lift from a foreign ad. [Remember the Green King IPA beer TVC, where the young lad survives some ‘fatal’ accidents because the angel of death is busy sipping beer at a bar?] Agreed. But given that the idea is now being put forward to Indian consumers, one’s got to trust that these TVCs can influence brand recall – and in favour of Snapdeal.
Explaining the thought process behind the campaign, Shiveshwar Raj Singh, COO, DraftFCB Ulka tells 4Ps B&M, “At Snapdeal, the kind of deals you get are so wonderful that even immortals would be hard pressed to turn them down. With this simple premise, we came up with the idea of the God himself getting enamored by the range of earthly experiences that you can get access to with Snapdeal. Once you have an iconic image like ‘Yamdude’ in your campaign, then all product offerings get wrapped around it”. Without using a celebrity, the wisemen behind the campaign have managed what others using the most publicly-recognised faces often can’t – paint the real meaning of the brand’s punchline. Through this campaign, Yamdude does prove why ‘You only live once’.
The campaign has been launched across all media vehicles, including TV, radio, Out of home and online. While nearly 35% of the ad spend has been reserved for airing TVCs, the rest is equally distributed amongst the remaining media forms.
The first TVC was launched on December 15, 2011. It showed a skydiver struggling with his parachute. Along came Yamdude, who spares the skydiver’s life in exchange for his Snapdeal vouchers! Other TVCs showed a marathon runner whose life is spared, an old man who gets to live another year (because Yamdude gets busy with his Snapdeal consignments), and a Snapdeal delivery guy who comes face to face with Yamdude (Yamdude takes the delivery at room #773H – invert the room number vertically and it reads HELL!). The work of the lead cast Vijay Maurya – who plays the role of the powerful yet likable Yamdude – in putting across the message is worth a word of appreciation.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2012
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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