The Campaign setup features Rajpal Yadav in his classic comedic element exaggerated, confident, and slightly eccentric. He walks through a cluttered home, criticizing the mess and declaring that he is the “expert” who has taught everyone everything they know.
The twist occurs through his absurd “expert” advice, such as suggesting a saw (aari) to cut rotis because knives are for vegetables. The payoff reveals that while Rajpal’s methods are chaotic, the real experts are just a click away. The ad shifts to show professional service providers handling laundry and cleaning with precision, ending with the catchy and rhyming tagline: Make Snabbit a Habit.
Why This Campaign Wins
The Nostalgia Factor: Rajpal Yadav is a household name in India, synonymous with a specific brand of energetic comedy. His presence ensures that viewers don’t just watch the ad they enjoy it.
Relatable Frustration: By framing the mess as something that makes a home feel like a “hostel,” the ad taps into the universal desire for an organized, clean living space.
The “Expert” Subversion: Using a comedian to play a “bad expert” is a brilliant way to highlight the professionalism of the actual service providers. It creates a clear contrast between DIY chaos and Snabbit’s reliability.
Simple Branding: The tagline “Make Snabbit a Habit” is phonetically pleasing and easy to remember, which is crucial for a service-based app looking for repeat customers.
Marketing Takeaways
Leverage Comedic Archetypes: If your service solves a “pain point” (like a dirty house), using a comedian to dramatize that pain makes the solution feel more rewarding.
Contrast is Credibility: Show the wrong way to do things (the comedy) to make the right way (your service) look even better.
Consistency in Tone: The ad stays high-energy from start to finish, matching the fast-paced nature of the “on-demand” economy that Snabbit operates in.
Conclusion
Snabbit’s campaign is a masterclass in celebrity-led disruption. By letting Rajpal Yadav be his authentic, hilarious self, the brand ensures its message reaches the heart of the Indian household. It proves that you don’t need a serious tone to sell a serious service sometimes, a little laughter is the best way to make a brand a “habit.”
