Snapdeal leans on content marketing with employee rap and in-house fashion show

New Delhi: Snapdeal has rolled out a set of in-house campaigns for the festive season, continuing its focus on content that is created internally and reflects everyday India. 

The company is relying on employee-driven ideas and simple production formats rather than big-budget advertising.

The push began with “Nazar Atak Jaaye”, a short film rooted in daily humour and relatable situations, which gained traction on social media.

More recently, Snapdeal released a rap video written and performed by one of its employees. The track traces the company’s journey and positions it as scrappy and resilient. The move represents a shift toward employee-generated content (EGC) as part of the brand’s marketing playbook.

Next up is an in-house fashion show tied to the platform’s Bharat Swagotsav Sale. All the outfits featured are from Snapdeal’s own catalogue, aiming to reinforce the message that fashion can be accessible and affordable.

Achint Setia, CEO of Snapdeal, said the company is looking to tap into the creativity of its employees and the expectations of its customer base: “For us, content is not just about selling, it is about creating cultural moments that stick.”

By moving toward employee-led storytelling and low-cost productions, Snapdeal is attempting to cut through cluttered festive marketing while underlining its positioning as a platform focused on value and everyday relevance.