NEW DELHI: Online marketplace Snapdeal has undertaken a massive brand identity overhaul, its biggest repositioning since pivoting from a deals site six years ago.
The rebranding exercise comes at a crucial point for the Gurgaon-based company when it has slipped down the pecking order in the country’s booming, yet highly
attritional, ecommerce sector, having been overtaken by Amazon India earlier this year, while its larger domestic rival, Flipkart, continues to occupy pole position. ..
The rebranding will see Snapdeal unveil a new logo, along with a new tagline, “Unbox Zindagi,” with its long-standing colour palette of red and blue, giving way to
vermello. The SoftBank Corp, Foxconn and Alibaba Group-backed company engaged London-based DesignStudio, which undertook a similar exercise for online
home rentals venture Airbnb.
Also part of the design overhaul, which kicked off in March earlier this year, is noted ad-man Prasoon Joshi, chairman, McCann Worldgroup Asia Pacific, and music
director trio Shankar Ehsaan and Loy.
“This is actually the beginning to a very long journey. This is not a destination. Being the preferred destination for enabling the achievement of consumer aspirations is
something we will have to achieve over an extended period of time through consistent execution at each touch point,” Kunal Bahl, chief executive of Snapdeal, told