Unbox new Snapdeal that’s painted all red to take on rivals

There had been rumors doing the round for quite some time that Snapdeal is underway a huge makeover and well, seems like the mill was buzzing with right stuff.

The $5 billion brand has painted itself full red that includes a brand new box-shaped logo(resembling that of Dropbox), a new tagline and much more.

The e-commerce giant took to Twitter to unveil its new look aptly tagged ‘UnboxNewSnapdeal’

After completing the trail, our new logo is here with a tale. #UnboxNewSnapdealpic.twitter.com/1TZ2BHt3bF

— Snapdeal (@snapdeal) September 10, 2016

The makeover and the rebranding is part of the repositioning that the company had previously announced with the objective of pivoting the entire organisation around the total number of daily transactional users on its ecosystem.

Ina  press statement, the brand says the idea behind the new positioning is about recognizing the real needs of the users and understanding that each purchase is not just a transaction. It is an opportunity to upgrade to a better life, expressed in the new brand identity as “Unbox Zindagi”.

The official statement on Snapdeal’s website read:

“Today, we proudly reveal the new Snapdeal. Our new brandmark, while implicitly simple, has a powerful, uplifting message embedded in it. The box captures the moment that we reach your doorstep – a moment that we know holds immense anticipation, excitement and delight for you. Look closer, the two arrows of the box represent our role as your partner and enabler on the journey ahead.”

The new logo, which is painted in a magnificient shade of red called Vermello, has been designed by UK-based ‘Design Studio’ that has previously worked with the likes of Airbnb, Nokia and Premiere League.

Snapdeal wants to use the aspiring new India and the young energy buzzing with the digital natives. “India is transforming rapidly and millions of Indians believe that the best days of their lives are ahead of them. Their aspirations and desires are based not on where they come from but where they can reach,” said Kunal Bahl, co-founder and chief executive at Snapdeal.

With the new tagline, "Unbox Zindagi", Snapdeal wants to go beyond the narrative of discounts, assurances and basic introductions to online shopping.

“Snapdeal will be the platform that will enable users to unlock their aspirations. That is why we are moving the narrative to the users and to their desire to upgrade to a better life. With this new positioning, we also focus on the next phase of our growth, as we seek to engage with the next 100 million online shoppers from all parts of an increasingly connected India,” Bahl added.

Apart from the grand branding overhaul, the company is also said to be working on a large-scale advertsising campaign, depicting its updated goals and priorities. Snapdeal co-founder Rohit Bansal himself is personally heading the brand+ad project in partnership with advertising agency McCann Erickson.