Mumbai, June 29 -- Snapdeal, a value fashion focused e-commerce platform, today launched a new brand campaign built around a uniquely Indian condition: Adjustitis.

For generations, Indians have mastered the art of adjusting. Whether it's stretching budgets, finding a jugaad solution to everyday challenges, or compromising between what they want and what they can afford, adjustment has become second nature. The campaign playfully shines a spotlight on this behaviour and explores how the same mindset often finds its way into fashion shopping.

Anchored by a humorous brand film styled like a public awareness announcement, the campaign presents Adjustitis as a widespread pandemic affecting millions of Indians. Through the lens of an Indian f...