CouponDunia.in captures India's reaction to gifts

This festive season, the website has launched an online video campaign that captures consumers' attitudes towards gifting - both, giving and receiving.

Everyone loves a gift. But we Indians have our own unique reactions when someone gifts us something. Dads think it's a waste of money, moms can't stop praising it, and nothing can really please 'the girlfriend'.

Coupon code website CouponDunia.in has launched an online video campaign this festival season, highlighting the ways we Indians react to gifts. Called 'Deal-Wali Diwali', the company is trying to capture consumers' mindset towards giving or even receiving gifts. Within four days of its launch, the video received over a lakh views.

The video features reactions from a boy's family members when he approaches them with gifts: His mother praises the wrapping paper and talks about showing off her gift to one of her friends. His father, on the other hand, is angry that he spent his money on mere gifts. His girlfriend, who is not too pleased with her gift, makes her disappointment apparent.

His sister doesn't believe he actually paid for the gift himself. His grandfather gets nostalgic and remembers the good old days when sweets would be given as gifts. His domestic help is overwhelmed with emotion on receiving a gift. The video ends with the caption: 'Unki khushi, aapki bachat' (their happiness, your savings).

Conceptualised by digital agency Eccentric Engine, the video was published on October 8, 2014 and has received more than a lakh views since.

The objective was to create "easy-to-digest content." The core message is: No matter what you shop for, we have a deal for you.

Talking about the video, Sameer Parwani, founder and CEO, CouponDunia, says, "CouponDunia's core brand value lies in helping consumers save money. Festivals and special days provide us with an opportunity to make our loved ones happy. It is all about spreading happiness. Now with the online retail industry offering some great deals and discounts, gifting has never been easier. Through this video we have tried to showcase what each one of us feels while getting a gift from a dear one."

According to Ankit Mishra, executive creative director, Eccentric Engine, today's marketer emphasises on creating content that leads to disproportionate reach. "We felt the need to keep the content as simple as possible and to let the humor do the talking," he says.

For the record, CouponDunia is one of India's most popular coupon websites. Founded in December 2010, it currently receives 2.5 million visits a month, serves coupons from more than 1,600 online brands, and has more than 1.2 million subscribers.

In May 2014, Times Internet, the digital product company of The Times of India Group, acquired majority stake in CouponDunia.

Last year, CouponDunia expanded overseas by launching local language sites in Turkey, Poland, Brazil and Indonesia. In India, the site competes with the likes of Rocket Internet-backed CupoNation and Cashkaro, among others.