Are e-commerce players edging out traditional advertisers?

The advertising space has been dominated by e-retailers this festive season, with the top players pulling out all the stops to grab eyeballs

e4m by Ankur Singh
Updated: Oct 9, 2014 7:57 AM
Are e-commerce players edging out traditional advertisers?

Shoppers have traditionally scanned ads in the festive season on all platforms, scouting for the best deals and latest products. This year, however, this tradition has gone for a twist. With the recent slew of e-commerce ads on TV, print, radio, digital, and all possible advertising mediums, buyers are practically being “driven” online to do all their festive shopping.

Are individual advertisers passively letting e-commerce players take centrestage? Or are they simply being overshadowed by the sheer aggression of advertising done by these portals? exchange4media takes a closer look at the top e-commerce players and individual brands dominating the advertising space.

The e-commerce ‘web’

As the entire online shopping battleground making news headlines after the Flipkart hoopla, buyers are forced to think about what led to the popularity of the sale on October 6. In fact, not only that day, but the past few weeks of aggressive advertising all over TV, and other media. Here are the top e-commerce players grabbing shoppers’ eyeballs:

SNAPDEAL: In a deft strategic move, roped in leading TV actors from top GECs to roll out a mega Diwali campaign. The campaign with 40 commercials, called the ‘Diwali Bumper Sale,’ stars current brand ambassador Pulkit Samrat of Fukrey fame and 20 well known TV celebrities such as Ali Asgar, Sumona, Kiku from Comedy Nights Fame, Alok Nath, Harsha Bhogle, etc. who reprise their TV avatars, albeit with a quirky twist.

The campaign focuses on the key offers from Snapdeal on more than 5 lakh products across different product categories, establishing Snapdeal as the one-stop shop for all the shopping needs of the consumers.

Watch a few of the commercials here:

Snapdeal has aggressively been advertising on all print mediums too.

FLIPKART: The brand launched teasers around 'The Big Billion Day' sale for October 6. The teasers were buzzing all over social media platforms and television with news about the forthcoming sale. Flipkart positioned it as something that has never happened. One teaser ad was a stand-up comedy act by Bollywood actor, Vir Das, and another promotional video highlighted attractions like bumper discounts and unprecedented prices for a variety of products across categories.

Watch the ads here:

Flipkart, too, has been doing jacket ads with national dailies, making sale announcements almost every day this month.

FABFURNISH: Furnishing and home decor products also attract a lot of consumer interest during the Indian festive season and the sellers of these products such as Fabfurnish are spending heavily on television ads and online marketing to promote their deals and offers.

According to market reports, the company expects sales to go up by 50-80 per cent month on month during the festive season. The company has increased marketing spending by nearly 100 per cent for the months of August and September.

Watch the video here:

PEPPERFRY: has rolled out a three-film campaign conceptualised by L&K Saatchi and Saatchi. The films from the online furniture destination were released just ahead of the festival season and will run across English infotainment, entertainment, movies and lifestyle channels.

The portal’s integrated brand campaign today features the series of TVCs supported by a 360 degree media mix consisting of print, digital, outdoor, radio, social and on-ground activation. Through this campaign Pepperfry plans to enter millions of homes this festive season with “Happy Furniture to You” as its unique brand proposition.

Watch the TVC here:

JABONG: recently unveiled a campaign featuring a 360-degree multimedia integration of television, print, outdoor and digital platforms. The new TV commercial conspicuously emanates the philosophy around which Jabong functions today with a message directed in two simple yet assertive words, “Be You”.

The TVC that will be aired across channels has been shot across many cities in India, capturing the personal styles of youngsters, and emotions derived from the sense of empowerment and confidence from fashion. It showcases the latest styles and trends across clothes, shoes and accessories.

Watch the video here:

Brand Play

Though e-commerce players are ubiquitous, some traditional advertisers are trying hard not to lag behind.

KURKURE: Kurkure’s latest campaign, created by JWT Delhi, conveys the message of connecting with people in person, rather than using technology to do so. With its line ‘Phone pe badhaiyan chodo, milkey tyohar manao’, the brand urges families to relive the joy and fervor of meeting and celebrating with people during the festival season.

Kurkure is also giving consumers a chance to win air tickets every hour for the next 60 days. People can fly home for free, anywhere in the country, and meet their loved ones to celebrate the festivities. Every fortnight, one winner stands to win a round trip to an international destination.

Watch the TVC here:

COCA COLA: Coca-Cola India, too, has launched a new campaign titled ‘Formality hatao, Coca-Cola pilao’ to celebrate the festive season. The campaign, conceptualised by McCann Erickson, Delhi, tells viewers that unplanned and impromptu gatherings are no longer a reason for stress, thanks to Coca-Cola. This campaign takes forward the brand’s communication focus of making beverages a part of everyday occasions throughout the year.

Watch the TVC here:

CADBURY: Cadbury Celebrations has been a huge part of festive advertising for many years now. The campaign emphasizes on the importance of changing a festival into a celebration where joy and energy flow unlimited, where one is truly in the moment, connected and fuelling the festivity. Contract has partnered with Mondelez to bring this thought to life through a launch TVC, as well as help create 360 impact.

Watch the TVC here:

TANISHQ: Tanishq is another regular in this space. This time around, the brand has launched a campaign to introduce its new ‘Festive Gold Collection’. The TVC, conceptualised by Lowe Lintas & Partners, celebrates the relationship of a mother and son. It beautifully highlights that sentiments and emotions are bigger than the size of gifts.

Watch the TVC here:

Even though most of the festive advertisers are quite active this year, some bigger names like Britannia, Canon, and Nikon are still missing in action. That said, the aggression and prominence of e-commerce advertisers is simply hard to ignore. Looks like individual brands really need to up their ante to compete with this class of advertisers.

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