Snapdeal spends Rs. 200 crores in re-branding itself with new logo, loses identity in the process

Snapdeal has just unveiled its brand new logo with the title "Unbox Zindagi" and will be spending Rs. 200 crores in the re-branding initiative. With the new branding the No. 3 e-commerce player in the country is looking to focus on aspirational India and is the result of "an intense effort involving deep research and involvement of top creative agencies from India and outside."

The blue and red logo which had become the brand identity is no more and has now been replaced by an nondescript red box (but there's always an explanation). Snapdeal's new delivery boxes will also be red in color which the company likes to call Vermello. Here's what Kunal Bahl, Snapdeal co-founder had to say about it:

Our delivery boxes will be in the shade of red, which we are calling Vermello. The new logo, with two arrows forming a box, conveys Snapdeal’s journey as partners and enablers, indicating progress, onwards and upwards.

The entire campaign has been designed by Prasoon Joshi, while the compulsory jingle ad has been conceived by Shankar, Ehsaan and Loy.

At this point in time when Snapdeal is struggling to keep its market share alive, re-branding efforts may seem to be a way to re-generate vigor within the company. But instead, focusing on delivering better value, more lucrative deals and exclusive features like Snapdeal Gold, would have been more appreciated by customers instead of pouring money down the drain on new packaging.

Image Credit: Snapdeal Blog