Snapdeal's 60-day marking campaign lights up this Diwali: Attracts over Rs 200 crore investment
Snapdeal's 60-day marking campaign lights up this Diwali: Attracts over Rs 200 crore investment [Photo: Kunal Bahl, co-founder of Indian online marketplace Snapdeal, at a news conference in New Delhi, India, July 15, 2015.]Reuters

It is going to be a busy shopping season with several festivals lined up in the next few weeks and months. From Diwali and Eid to Christmas, the celebrations will be in full glory. The festivals are also a favourite time for retailers as they participate in the celebrations by offering steep discounts.

Snapdeal is jumping the gun with its 360-degree marketing in order to connect with the shoppers in a better way. A campaign will be launched next month and run for 60 days on TV, YouTube, print, digital and social media, the retailer said on Tuesday. The Delhi-based online marketplace will be spending over Rs. 200 crore.

Snapdeal billboards and external installations will also be a part of the marketing campaign, all of which will be leading up to Diwali. The festival of lights will be celebrated on October 30.

According to the company, the new marketing campaign is designed to "drive traffic" and "increase consumer awareness about the exciting festive season offers" hosted by Snapdeal sellers.

We are very excited about our new marketing campaign because it will create immense consumer connect and will also help consumers pick and choose the best products and offers for them. Diwali is the most relevant shopping season in India and we have decided to leverage this opportunity to strengthen our distinct position in consumers' mind," Kanika Kalra, Vice President Marketing at Snapdeal, said in a statement.

"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," she added. 

Snapdeal has done the homework before the campaign's launch as a team was assigned just to understand consumer behavior across cities such as Mumbai, Delhi, Kolkata, Chennai, Guwahati, Bhopal, Rajkot, Nagpur and Madurai. It has utilised the insights gained from the survey to make this campaign a success.