Over the past few days, e-commerce players in the country have managed to pull off some innovative ambush marketing stunts. Beginning with Snapdeal’s lash out on Flipkart's "Acha Kiya" campaign, the past few days have seen quite a few e-commerce players piling on to the buzz created by the two brands.
Flipkart has been aggressively pushing its 360-degree "Accha kiya" campaign with the tagline "Accha kiya jo nahi khareeda. To Flipkart's surprise, Snapdeal instantly took the opportunity and launched a counter campaign with the tagline "Achha Kiya bata diya — yahan se khareedo".
Soon enough, Amazon joined the war with the tagline “Kahin Nahi Mila? #YahanDekhLo”.
As the chatter began brewing up on social networking sites, the war graduated to the “streets”. The brands had OOH ads cheekily countering each other.
Apart from these e-commerce giants, there were other e-commerce companies too who went ahead and made hay while the sun shined. IndianRoots’ came up with, ‘Ladai Nahi. Shopping Karo. #DesignerKapdeLo.’ just after the war broke out between the two websites.
And then came, PaisaBazaar with ‘Khareedne Ke Liye #PaisaChahiye.’ campaign .The war was then joined by CouponDunia with ‘Kahin se bhi khareedo #Bachaoidharse’ and PriceBazaar with ‘#AchhaKiya, Wo sab chodo, pehle price compare kiya kya?’
Here are some of the players’ creatives that joined the bandwagon:
It seems 'War' is the new trend of the season. After the Print War between TOI, HT and The Telegraph, the e-commerce ambush marketing war is certainly something to watch out for.