MAM
A Comms to launch ‘in-store’ campaign for Snapdeal.com
MUMBAI: Aurora Comms (A Comms), which has been connecting brands to consumers at consumer spend zones, has tied up with the e-commerce site Snapdeal.com for a campaign across India.
A Comms has been streaming communication on multiple LCD panels in electronic stores. It has been running campaigns connecting brands with technology climbers. Snapdeal.com is the first brand in e-commerce segment to display in Croma and E-Zone outlets across India on such a large scale, the company said.
A Comms director – key accounts Samir Vithlani said, “It is our endeavor to deliver targeted consumers in a contextual manner. Croma and E-Zone attract intellectual consumers and therefore we worked on offering branding and showcasing the deal site across these stores.”
Snapdeal.com head activations Abhimanyu Rishi felt that this will flash the e-commerce site before the eyes of a new audience. He added, “The footfalls in electronic stores in India are tremendous and always increasing. Our tie-up is a unique attempt to promote Snapdeal.com to the smart, upwardly mobile urban citizen. We want to drive home our messages innovatively, not intrusively.”
Aurora Comms uses multiple television panels in electronic stores to create an experiential zone for brands. Some brands may use the medium as pure-play display medium, for some it also works as sampling. In case of Snapdeal.com, this tie-up will only take it to the premium consumers of the two electronic stores and make them aware of its creative approach of getting the ‘Best Deals everyday’.
A Comms will continue to monetise consumer footfalls with snapdeal.com and create result-oriented campaigns.
Brands
Zepto names Saurabh Kabra vice president for non-trade advertising
Former blinkit and ITC executive to drive Zepto’s ad-led growth
BENGALURU: Zepto has elevated Saurabh Kabra to vice president—non-trade advertising, partnerships and catalogue, underscoring the quick-commerce firm’s push to deepen high-margin revenue streams beyond deliveries.
Based in Bengaluru, Kabra will lead the strategic expansion of Zepto’s advertising and partnerships ecosystem. He was previously senior director and head of the non-trade advertising business, where he played a central role in building the company’s ad-led monetisation playbook.
Since joining Zepto, Kabra has worked closely with the chief executive’s office on strategic initiatives, contributing to the company’s rapid scale-up in India’s intensely competitive quick-commerce market. His elevation comes as platforms increasingly court brand advertising to steady margins and diversify revenue.
Before Zepto, Kabra held senior growth roles at Blinkit, serving as associate director of growth and city CEO for Hyderabad, where he led regional expansion and operational scaling.
Earlier in his career, he spent several years at ITC Limited, managing brands such as Classmate and Paperkraft and overseeing sales operations in the personal care business. He is an alumnus of Indian Institute of Management Calcutta.
Industry executives view the appointment as a clear signal that Zepto is sharpening its focus on advertising, partnerships and catalogue-led monetisation: areas increasingly discussed by investors as critical to improving unit economics in quick commerce.
