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Festive season #Day 1: Snapdeal trolls Flipkart, Amazon in TOI jacket ad war

Festive season #Day 1: Snapdeal trolls Flipkart, Amazon in TOI jacket ad war

Author | exchange4media News Service | Wednesday, Oct 14,2015 8:12 AM

Festive season #Day 1: Snapdeal trolls Flipkart, Amazon in TOI jacket ad war

Taking away from last festive season, this year too trolling begins as Flipkart, Amazon & Snapdeal fight it out for highest market share. Festive war among the e-commerce biggies kick-started on Tuesday, with Flipkart, Amazon and Snapdeal declaring their biggest sale offers on the same dates (October 13-17). Other than giving good discounts, engaging in pricing wars, the players also created ads all over print and digital mediums, taking a dig at their competitors. 

Flipkart released a (four page) jacket ad in the Times of India announcing the ‘Big Billion Days Sale’ offers which one can avail only on the Flipkart app. Snapdeal released a two-page ad and trolled Flipkart and Amazon to announce their Diwali Sale offers. It took a tongue-in-cheek tone and said “You don’t need a BILLION offers to amaze you. You just need to snap the best ones. For the best offers this Diwali, shop only on Snapdeal.’ It was followed by Amazon which announced their ‘Great Indian Festive Sale’.

Flipkart and Snapdeal employees also trolled each other on Twitter, a day earlier, Anand Chandrasekaran, Chief Product Officer, Snapdeal tweeted the following screenshot.

To which, Punit Soni, Chief Product Officer, Flipkart replied by saying that the problem faced by Chandrasekaran was because they were testing their servers before the Big Billion Days sale. 

On Twitter as well, hashtags of e-commerce giants like #BigBillionDays, #CheckSnapdealToday and TryTryTry were trending on Tuesday. According to a free social media tool, Topsy, Flipkart’s #BigBillionDays garnered more than 60,000 tweets and #CheckSnapdealToday got more than 10,000 tweets by late evening.

Flipkart shared from their Twitter account that they sold 10 lakh units in 10 hours of the sale.

However, like last year, this time also the customers faced problems like products running out of stock and the offers being below their expectations. Twitterati immediately started sharing their experiences on Twitter.

Below is an excerpt of the communication:

As per reports, on Monday, traders body, Confederation of All India Traders (CAIT) have alleged that e-commerce firms like Amazon, Flipkart and Snapdeal are flouting the FDI norms by holding forthcoming festive season sales and it has complained to the Commerce Ministry. According to the statement released by the body, “These companies claim to be a marketplace and therefore can provide only a technology platform for the sellers who are registered with them. Since ownership of inventory does not hold by the said companies they cannot offer 'sale' or 'Discounts' in totality on their online portals but they are doing so which also establishes that they are not marketplace and as such openly flouting FDI policy.”

Creative strategy

To announce the second edition of the Flipkart Big Billion Days sale, the e-commerce giant has released an ad showcasing ‘Abhi Nahi’ situations, conceptualised by Bengaluru-based creative agency Chapter Five Brand Solutions. The highlight of the sale this time is that, the sale is only for five days (Oct 13-17) and it is only on the App.

Soon after, Flipkart announced their dates of the sale, Amazon released a new campaign ‘Try’ to talk about their #AmazonFestiveSale on the same five days.

Snapdeal, on the other hand, had not mentioned anything about their Diwali sale offers, from the 13th-17th October beforehand. They revealed it on Tuesday itself. Infact, they were the first ones to launch their ‘run-up to the Diwali ads’ which they did with Aamir Khan as part of their Monday Preview Sale. The entire idea of the 8-week long sale is to build Monday as a key shopping property and make it into a habit. Last year, the e-commerce portal had launched one of the biggest marketing campaigns ever for the Diwali season, spending approximately Rs 100 crores on the festive season.

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