Top Story

e4m_logo.png

Home >> Advertising >> Article

Flashback 2014: The rise of e-commerce ad players

19-December-2014
Font Size   16
Share
Flashback 2014: The rise of e-commerce ad players

2014 saw e-commerce companies as the biggest ad-spenders across all media as brand building and customer acquisition were the top priorities for these companies. According to a Datawrapper report, Flipkart and Amazon led the charge, with Snapdeal, and Jabong following suit. Market experts feel the trend is likely to continue till there are investors who are ready to bankroll the ad-spend or their cash run out.

As the entire online shopping battleground made news headlines after the Flipkart hoopla, buyers were forced to think what led to the popularity of festive sale advertising all over TV, and other media. Here are the top e-commerce players grabbing shoppers’ eyeballs:

FLIPKART: The brand launched teasers around 'The Big Billion Day' sale for October 6. The teasers buzzed all over social media platforms and television with news about the forthcoming sale. Flipkart positioned it as something that has never happened. One teaser ad was a stand-up comedy act by Bollywood actor, Vir Das, and another promotional video highlighting attractions like bumper discounts and unprecedented prices for a variety of products across categories.

Watch the ads here:







Flipkart, too, did jacket ads with national dailies, making sale announcements almost every day this month.

AMAZON: As Flipkart’s big day saw major setbacks such as products vanishing from the cart, rampant order cancellations and system failure led to reality falling short by several miles of what was claimed in the promotional ads.

But during this Flipkart fiasco, Amazon stole the show as customers moved away from Flipkart and landed in the Amazon basket, and with the kind of dominance that Amazon holds in the ecommerce sector, it steered the Indian fanfare for online shopping from Flipkart to its own cart.

Even as Flipkart drew curtains on its 'Big Billion Day' sale for the day, Amazon tried a novel way to own the catchphrase coined for the sale, to get users to their own site. When users typed bigbillionday.com in their browser, they landed on the amazon.in site and not on Flipkart.

SNAPDEAL: In a deft strategic move, Snapdeal.com roped in leading TV actors from top GEC channels to roll out a mega Diwali campaign. The 40 commercial campaign (yes 40!) called the ‘Diwali Bumper Sale’ stars the current brand ambassador Pulkit Samrat of Fukrey fame and 20 well known TV celebrities such as Ali Asgar, Sumona, Kiku from Comedy Nights, Alok Nath, Harsha Bhogle, etc. who reprise their TV avataars, albeit with a quirky twist.

The campaign focuses on the key offers from Snapdeal on more than 5 lakh products across different product categories, establishing Snapdeal as the one stop shop for all the shopping needs of the consumers.

Watch a few commercials here:







Snapdeal aggressively advertised on all print mediums too.

JABONG: Jabong.com launched a campaign featuring a 360-degree multimedia integration of television, print, outdoor and digital platforms. The new TV commercial conspicuously emanates the philosophy around which Jabong functions today with a message directed in two simple yet assertive words, “Be You”.

The TVC which was aired across channels, had been shot across many cities in India, capturing the personal styles of youngsters, and emotions derived from the sense of empowerment and confidence from fashion, the commercial showcases the latest styles and trends across clothes, shoes and accessories.

Watch the video here:

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

India has become the diabetes capital of the world, with prevalence of the disease estimated to rise from 69.2 million to 123.5 million by 2040

Laban Stretchy Man, the new human shaped, stretchy, fruit flavoured chews from Orkla- Norway’s number one confectionery brand, has been launched and localized by MTR Foods in India