Snapdeal earmarks Rs 200 cr for ad campaign ahead of festive season

New Delhi: E-commerce major Snapdeal will spend more than Rs 200 crore on marketing, ahead of the festive season this year. The city-based firm, which faces strong competition from rivals like, Amazon and Flipkart, will run a 360-degree marketing campaign over the next 60 days. [caption id=“attachment_2704578” align=“alignleft” width=“380”]  Reuters[/caption] “The new campaign, where we will spend more than Rs 200 crore, will be launched next month on TV, YouTube, print, digital and social media, and will also be seen outdoors on billboards and external installations,” said Snapdeal Vice President Marketing Kanika Kalra. The company said the spend is “significantly higher” than the last year, but declined disclose those numbers. The campaign is designed to drive traffic and increase consumer awareness about the offers that will be hosted by brand partners and lakhs of sellers on Snapdeal, she added. The later half of the year is important for consumer product companies as most Indian festivals are concentrated around that period. The festive season sees a spurt in both offline and online purchases. Like offline retailers, online players too offer deals to woo customers during the season. “Our new marketing campaign aims to create immense consumer connect and will also help consumers pick and choose the best products and offers. 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,” Kalra said. She added the SoftBank-backed company’s platform and logistics are also geared to handle the huge surge witnessed during the festive season.