With Independence Day around the corner, e-commerce biggies like Amazon and Snapdeal have come out with interesting and quirky communications around their new sale offers. According to sources, Flipkart is also expected to join in a day or two with its Independence Day offers.
Amazon kick-started its promotion for the ‘Great Indian Freedom Sale (Aug 10-12)’ last week and has been aggressively marketing it across all the media channels. Apart from TVCs, running full page front ads on print dailies and occupying prominent outdoor place, it is also engaging with its users on the social media through hashtags like #10KeBaadSale and various Twitter contests. The campaign conceptualised by Orchard Advertising, highlights the priority of the Sale and the need to postpone all the other things for after 10th August.
Snapdeal on the other hand has introduced the Snapdeal Freedom week from 10th to 16th August, where customers gets a chance to choose from a basket of tailor made deals for different categories of products. To promote the offer, the player has come out with a campaign titled ‘Apni Azadi ka Galat Fayda mat uthao’, Snapdeal Freedom Week ka Fayda uthao (Don’t take undue advantage of your freedom, but make the most of the Snapdeal Sale), which it is getting aggressively pushed on TV. On Twitter the e-comm player is using the hashtag #AzadiKeFayde to interact with the consumers. Razorfish has handled the TV, print and radio communications for this campaign.
Askmebazaar.com has tied up with MTV and they have come out with a new campaign titled ‘Independence for women, Freedom Collection’. The film talks about what freedom means to a woman and challenges closed mind-sets. The e-comm portal is also giving extra discounts on skirts for the ‘Freedom Month’.
Click here to view the MTV-Askmebazaar.com:
Keegan Pinto, Creative Head, MTV India said "Young ladies do not get to wear a simple thing like a knee-length skirt, a sleeveless top, or a pair of jeans. They have to ‘take permission’ from society. How are we free then? These simple garments aren’t offensive in the least. Simple ‘unscandalous garments' have become symbols of oppression and backward thinking; totally unnecessary taboos. So MTV is trying to make an ultra-simple point through these films. It’s trying to quash backward thinking, ask pertinent questions and redefine a garment as, well, simply a garment and nothing greater than that.”
“Go ahead and wear what you wish to wear as a young person. Change the mind of your parent. Or get your parent to watch the films. And where can they buy and how can it become easier to ‘buy your freedom’?Askmebazaar collaborates with us on this simple and noble cause to help both brands become true enablers by giving out further discounts during the whole ‘freedom month’,” he cited.
Who takes the ‘communication’ cake?
Commenting on which campaign is more effective, Ankita Tandon, COO, CouponDunia said, “I personally liked the Amazon campaign. It very clearly gets the message across that everything else (even really important things) in life can wait. Also, the campaign has been very consistent with its messaging across platforms like TV, Social Media, YT, etc. and has appeared often enough for it to register in my mind and take note.” She further informed that for Amazon, they have seen a noticeable 4x jump in transactions on our platform and for Snapdeal; they are still tabulating the data.
Swati Bhargava, Co-Founder, CashKaro.com & Pouring Pounds further added, “I liked the Amazon communication more because it appeals to the psyche of the Indian bargaining mentality. It is well spread across all the mediums and the deals are even good. The ‘Books and Movies’ category is doing well as it has attractive discounts. On the other hand, for Snapdeal and other players this time, there is a general push towards the Fashion and others, because it is a high margin category.”
On the other hand, Ravitej Yadalam, Founder & CEO, Pennyful Online highlighted that there have been no out of the box offers as of now. The categories performing well are Home, electronics and furniture, and adoption has been fairly even. “Both Amazon and Snapdeal have been quite aggressively trying to promote their respective sale offers, but Amazon offers are converting a lot better,” he cited.
Other e-tailers have also joined the Independence Day bandwagon and they have even announced their respective sales to lure the customers. Paytm has come up with their ‘The Break free Sale’, which allows the buyer to Save 69%, ShopClues on the other hand has announced 100% cashback offers from 11th to 15th August and TrendIn.com has come out with Flat 50% off across categories as part of their Freedom Sale.
All eyes on Diwali:
According to recent reports, most of these e-comm portals, including Flipkart, Snapdeal, Jabong and others, reported poor Q1 sales numbers. As a result of this, there will be immense pressure on e-tailers to offer good discounts, to make the most the Diwali season. Also with both Flipkart and Snapdeal eyeing for the 1 billion dollar funding (Rs 6,300 crore) from their current investors, there will be more money coming into the market, which will fuel ad spends during the season.
Tandon pointed out that, “The festival season will start in September and most e-comm players are gearing up for that. Diwali is the most lucrative time of the year for all retailers.”
Bhargava on the other hand feels that in the race to be the first one, the run up to the festive season has also shifted. “Today the idea is to capture the shopper before they get shopped out, so the sale and offer period have also shifted. So in my opinion, these players will come in with their offers from September. Same is the case which we have noticed in UK for our site Pouring Pounds as well, earlier Christmas offers use to start on 25th December, then it shifted to early December and now it starts from mid-November. Now we are using festivals as a reason for shopping and this trend is going to remain,” she said.