The major e-commerce players like Flipkart, Amazon and Snapdeal have kick-started their third round of Diwali sales backed with aggressive marketing on TV, print, digital and outdoor mediums. Amazon’s ‘Great Indian Festival’ sale and Flipkart’s Big Diwali Sale is taking place from (October 25-28) and Snapdeal’s ‘Unbox Zindagi Sale’ is getting over one day prior to others (October 25-27).
In the October 25th edition of the Times of India, all these three players aggressively pushed their sale offerings by running full page ads. Similar ads were also seen in other national dailies as well. On social media, these brands with the help of unique hashtags have been promoting their respective discount and also using it as a medium to constantly engage with their audience.
As part of the ‘AdjustNoMore’ series of campaign, Amazon India has released their latest emotional spot which showcases a relationship between a father and his daughter on the occasion of Diwali. The ad spot doesn’t talk about the ongoing sale offers, but more on encouraging people into realising that it’s ok for them to also reward themselves with their own choice of gifts. The campaign has been conceptualised and executed by Orchard Advertising.
Snapdeal is also not talking about offers and discounts in their TV spot. It takes forward the brand’s new positioning ‘Unbox Zindagi’ or Unbox Life. Keeping in line with the brand promise, the films are centred on the moment when someone opens the Vermello (red) coloured Snapdeal box and the elation that they experience especially in the month of Diwali. The brand has already allocated Rs 200 crore as marketing spends on a 360 degree campaign for a span of two months.
In tune with their earlier ads, Flipkart on the other hand, with the help of kids as protagonist is seen talking about the offers and promoting their ‘Big Diwali Sale’. Keeping humour and cuteness intact, the brand takes ahead the final leg of the Diwali marketing campaign.
Whose strategy hit the right chord?
Commenting on whose strategy has been effective till now, Aman Mishra, Director – Strategy, Havas Media India said, “Festive season demands a lot of attention when it comes to gifting each other during Dussehra and Diwali. The pocket seems to be happy with whatever amount is in, and to make things easy the Indian e-comm portals like Snapdeal, Amazon, Flipkart, etc. have come up with their festive sales. Amazon's campaign did hit the right chords with sharp insights on what exactly goes in the minds of the average middle class during the festivities. The campaign beautifully shows the love and how one isn't thoughtful about spending on the ones they love.”
He further added, “At the end of the day it’s the discounts that matter and not which portal they come from. Therefore, Snapdeal's #UnboxZindagi campaign seems to have missed the plot. It does ring a bell with its cute chakris and rockets but the 'discounts' have taken a back seat. Flipkart's advertising makes it nostalgic (going back to the kids portraying as adults) and does gain a high mindspace. It's quirky, fresh and transactional effort is a success.
Another brand that's got it just right this festive season is Shopclues. ‘Itte kam mein’ is a nice spin to the age old festive bargains at shops.”
According to week 41 (October 8 to 14) of the BARC Ratings, out of the three major e-commerce players, only Snapdeal figured in the list of ‘Top 10 Brands’ as one of the top spenders on TV. It has moved one place up to No 5 with 17,860 insertions as compared to last week’s 19,143 insertions. Week 39, was the first time, when the brand entered the list with 18,177 insertions.
However, for week 40, all the three players only figured in the list. Amazon was there at the fourth place with 21,981 insertions and Flipkart stood at the eight place with 12,827 insertions during the time, when it was heavily advertising for its Big Billion Day sale.
While the first half of the year was quite lacklustre for these e-commerce players, things changed for the better with the onset of the festive season. From front page ads to frequent TV spots and occupying prominent spaces on outdoor, these players have opened their purses and were seen spending on advertising. No doubt, the festive marketing spends are lesser in proportion to the previous year, but media planners expect that the momentum will continue till Christmas.