For this campaign, A Comms has set up a streaming communication on multiple LCD television panels in electronic stores, thus creating an experiential zone for the brand. Abhimanyu Rishi, Head Activations, Snapdeal.com is of the opinion that this campaign will flash the e-commerce site before the eyes of a new audience. He said: "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."

Commenting on the medium, Samir Vithlani, Director - Key Accounts, Aurora Comms said: "It is our endeavour to deliver material to 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."

While some brands may use the medium as a pure-play display medium, for some it also works as sampling. In the case of Snapdeal.com, with its existing recall factor among tech-savvy and upwardly mobile audiences, this tie-up takes it to the premium consumers of the two electronic stores and makes them aware of its creative approach in getting the ‘Best Deals everyday'. That Snapdeal.com has a presence and attractive offers in the same major cities which have Croma and E-Zone outlets, is the crucial factor in this tie-up.