Brands
‘Unbox Zindagi’ Snapdeal’s new identity
MUMBAI: Snapdeal India has announced the launch of its new brand identity, which aims to capture the pulse of a confident, aspirational India.
The new identity repositions Snapdeal as the platform that believes in the potential and dreams of its consumers and partners them in their journey to a better life. The heart of the positioning is about recognizing the real needs of the users and understanding that each purchase is not just a transaction, but an opportunity to upgrade to a better life, expressed in the new brand identity as “Unbox Zindagi.”
Starting today, Snapdeal users will be able to experience the new identity across multiple touch points ranging from brand communication to browsing, from discovery to decision and culminating in the key moment when the new boxes will be delivered to the users.Highlighting the philosophy behind the brand re-positioning, Snapdeal CEO and co-founder Kunal Bahl said “India is transforming rapidly. Their aspirations and desires are based not on where they come from but where they can reach. We seek to engage with the next 100 million online shoppers from all parts of an increasingly connected India.”
Snapdeal co-founder Rohit Bansal said, “The impact of e-commerce allows consumers to overcome third world constraints and aspire for better lives. At Snapdeal, the delivery of functional benefits like speed, convenience and value is everyday work, but our larger journey is about being the bridge between access and aspiration”.
Prasoon Joshi and his team at McCann have conceived and executed the “Unbox Zindagi” campaign. Elaborating on the concept of the campaign, McCann Worldgroup CEO India and chairman Asia Pacific Prasoon Joshi said “When a ‘boxed’ existence is opened up, it unleashes great human potential.”
The campaign has brought to life by series of films directed by Amit Sharma and his team at Chrome. The lyrics of “Unbox Zindagi” have been written by Prasoon Joshi and set to uplifting soundtrack by the legendary musical genius of Shankar, Ehsaan & Loy. Raj Kamble, Founder and CCO of Famous Innovations has created the striking visual imagery for the logo launch film and print campaigns.
The brand design, built around the distinct red box and the possibilities that each unboxing brings, has been led personally by Design Studio CEO Paul Stafford.
The new brand identity has been rolled out on the app, website, m-site and through all brand communication. A campaign, with the new brand identity, will appear in the form of TVCs, print, outdoor and all digital media including YouTube, Facebook, Twitter and Instagram.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
