Mumbai: Snabbit, in partnership with Posterscope, has rolled out a new brand campaign titled ‘Make Snabbit a Habit’, aimed at repositioning the platform from an emergency-led home services app to an integral part of daily household routines. The campaign seeks to reshape how urban consumers perceive house help — moving the narrative away from urgent fixes to the everyday chores that quietly contribute to mental load.
Executed by Posterscope India, dentsu India’s Out-of-Home (OOH) specialist agency, the campaign leveraged a strategic outdoor media plan across Mumbai. Using a mix of high-impact static billboards and digital out-of-home (DOOH) formats, the rollout ensured consistent visibility along the city’s daily routes — from office commutes to residential neighbourhoods. The objective was to embed Snabbit into consumers’ everyday consciousness, positioning it as a habit rather than a one-time solution.
Mumbai was chosen as the sole campaign market due to its high concentration of time-constrained households, the prevalence of nuclear families, and ongoing challenges around reliable house-help availability. As a city structured around routines, it offered the ideal backdrop for repeated exposure and strong mental recall.
Posterscope created a prominent and unavoidable presence for the brand across the cityscape. Creatively, the campaign drew on relatable, observational moments — the small household messes people notice but rarely discuss. By steering clear of discount-heavy or urgency-driven messaging, the communication adopted a familiar and authentic tone, presenting Snabbit as a natural part of regular home management.
The campaign delivered measurable impact. Brand recall saw a notable increase, and Snabbit strengthened its association with daily household routines. Post-campaign data trends pointed to an uplift in first-time transactions, along with higher usage frequency and repeat bookings in exposed markets — reinforcing the campaign’s core objective of building habit-driven engagement.
Commenting on the campaign, Aayush Vyas, Head of Brand, Snabbit said, “House help isn’t an emergency. It’s a routine. If Snabbit is to Become a Habit, the brand needs to show up with the same frequency. That’s why we went with high-frequency OOH and chose familiarity over politeness by surfacing the everyday messes people usually ignore. Because habits aren’t built in denial.”
Imtiyaz Vilatra, CEO, Posterscope India added, “The insight was simple most household work doesn’t feel urgent, it feels constant. Outdoor gave us the scale and repetition needed to reflect that reality and position Snabbit as something people rely on every day, not only when things go wrong.”
