With only few days left for the major e-commerce players like Flipkart, Snapdeal and Amazon to kick-start their festive sale offers, the high-intensity war between them is already visible across outdoor, print and television. Also keeping in mind the fact that these three players will have their respective sale offers running during the same time, it is expected that we will witness more media blitzkrieg, including front page jacket wars and taking potshots at each other’s creative while the sale is on.
On September 28 (Wednesday) edition of Hindustan Times, Amazon India took a dig at Snapdeal’s tagline ‘Unbox Zindagi’ by releasing an half page jacket ad to attract sellers on their site. The ad read ‘Boxes that make little Naina’s dreams come true…do you know where they come from? And then on the front page, revealed the name of the brand.
Among the three brands, Amazon is the first player to start the discount war by conducting their ‘Great Festival Sale’ from October 1 to 5. Both Snapdeal and Flipkart will be running their respective sale offers from October 2 to 6. Snapdeal’s ‘Unbox Diwali Sale will be competing against Flipkart’s ‘Big Billion Day’ sale.
Campaigns to promote the discount war:
The three brands have been focussing more on the upcoming sale offers on their site and therefore, the campaigns have been discount led by weaving the festive mood in it.
Snapdeal has announced its upcoming festive offer with three new films titled ‘Khushiyon ki Chakri’ on the theme of “unboxing” emotions. The Diwali campaign has been done by Famous Innovations and is based on the brand’s recent identity change, which includes a new logo, website, interface and app. Keeping in line with the brand promise, all the three recent 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 allotted Rs 200 crore as marketing spends on a 360 degree campaign for a span of two months.
Commenting on the strategy behind the film, Shahnawaz Qadeer, Creative Director, Famous Innovations, said, “Diwali and emotion come together in a simple, yet evocative form in these films. Snapdeal’s larger brand story of the joy of new purchases is juxtaposed with our fondest association with Diwali – the firecrackers. All three films are uplifting and charming; we hope they will leave viewers with a smile.”
On social media, Kunal Bahl, CEO of Snapdeal has been sharing the excitement in his office just before the ‘Unbox Diwali Sale’ through his tweets.
Amazon India has released their campaign ‘BadeDilWale’ to promote their ‘Great Festival Sale’. The campaign talks about tendency of people to usually splurge this month, showing instances of family and friends who don’t hesitate to cross their budget to buy things for their loved ones.
Flipkart’s Big Billion Day Sale which is in the third year will continue to offer steep discounts on a wide range of products including electronics, clothing, TVs, smartphones and more. The brand has used the popular protagonist- kids in the creatives which are talking about the sale and comes with the tagline ‘Ab Itne Mein Itnaa Milega’. It is being promoted extensively on TV, outdoor and on social media.
Dentsu Webchutney has also created a digital campaign using Virtual Reality experience to promote the Big Billion sale offer. “The Big Billion Days has always been special for Dentsu Webchutney,”says Prashant Gopalakrishnan, Associate Vice-President, Dentsu Webchutney. “And checking out the best offers is the happiest moment for the user – because that’s when he realizes that the brands he has been longing all year long now fall straight in his budget. We wanted to make this moment as exciting for the user as we could”.
#BigBillionDaysSneakPeak was trending on Twitter on Wednesday to promote the new virtual reality video to create excitement among the viewers ahead of the Big Billion Day sale.
This sector which was grappling with a lot of challenges lately, witnessed an overall reduced ad spends in the first half of 2016. However, a sense of optimism has seeped in, as media experts believe that the players who were on a tight budget till now will be opening their purses in the days to come.