With the growing number of consumers actively looking for deals, over the years Republic Day has emerged as a non-festive event created by brands to lure consumers in the name of end-of-season sales. The past week saw all major online retailers geared up to celebrate Republic Day with flash sales. The extended weekend gave all market players a chance to go on a war of sorts to grab buyers’ attention.
It is no surprise, that this year saw e-commerce players take charge of the advertising bandwagon. Though traditional players went all out like each year, it was these e-commerce sale advertisements that were all over newspapers, TV, and digital/social media.
This year, e-commerce frontrunners like Amazon, Flipkart, Snapdeal and Myntra locked horns on print ad space. With the Obama visit in the offing, this was a mega weekend in terms of news. For e-commerce players, it was a major sale opportunity. All the major print players had ecommerce sale jacket ads competing with each other to grab consumer eyeballs.
Amazon takes lead
Amazon came up with a new sale called “Amazon Republic Day Parade Sale” starting from 23rd to 26th of January. The portal offered free shipping on all the orders. The website offered deals and discounts in every category. Its mobile app boasted of discounts upto 70 per cent. Amazon also had a special sale for Big Bazaar customers. Named the ‘Sabse Saste 3 din‘, it promised to be the year’s best three-day sale. This sale began from 7 am to 6 pm. Amzon’s partner companies like HDFC, MakeMyTrip, Ola, Saavn and Freecharge also offered discounts on the site itself.
Meanwhile, Big Baazar along with Futurebazaar.com also promoted Sabse Sasta 3 Din sale heavily across all media, offering huge discounts on all products. The sale started from January 24th and ended on January 26th 2015.
Besides print and digital ads, the brand’s Republic Day TVC has been doing rounds for over a week.
Watch the video here:
Others not far behind
While Amazon went all out by advertising heavily across all mediums, players like Flipkart, Myntra and Snapdeal were not far behind. Here are some of the jacket ads that competed against each other on national dailies:
Brick-and-mortar players lag behind
While it is almost customary for megastores to heavily advertise on days like these, this year saw a very dull participation from their end (at least advertising-wise). Most players stuck to the more in-store conventional marketing. The only player that stood out was Big Bazaar, which released a string of TVCs, and went all out on print, OOH and digital mediums too.
Watch the TVCs here:
What impact the brands made on consumers’ minds, and the returns these elaborate ad gimmicks fetch is yet to be seen. However, it is clear from the beginning of 2015, that e-commerce players are here to stay, and are already succeeding in sidelining the conventional players.