Snapdeal has made a really smart move by bringing in Aamir Khan for its Dil ki Deal campaign. The choice of the celebrity for this campaign seems to be spot on, considering Mr. Khan is widely respected and does not endorse too many brands. Snapdeal has also displayed considerable business acumen by adopting a wait and watch approach with respect to net neutrality and making a string of acquisitions to build the largest mobile commerce platform in India.
One essence of this AD is Snapdeal’s attempts to make any deal synonymous with the company.
The campaign has been conceptualized by Leo Burnett. It marks a transition from Snapdeal’s earlier campaigns focused on the value a consumer derives by shopping on the platform to building an emotional connect with the customers. Perhaps, this campaign will help Snapdeal recover some of the lost ground to Flipkart.
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Strategic alignment of firms and realm of complexity science
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