Motherland helped position the company as a place for limitless discovery and non-stop entertainment instead of a transactional, discount-driven brand. This strategy combined energy, excitement and a strong focus on products and pricing – a deliberate departure from the sitcom-like brand formula followed by most online retailers. We then activated our global network to execute a TV and social campaign (the company’s first since 2017); all conceived and launched within 3 months. Customers were quick to deliver their verdict: this period marked Snapdeal’s highest volume of monthly transactions in the history of the company.