Brand Factory joins Flipkart-Amazon sale war
With their sales almost running into each other, the brands have launched large scale campaigns to highlight their offers
E-commerce giants Flipkart and Amazon are back with their respective sale offers and they will be competing for buys, what with the offers coming around the same time. In order to promote their offers, these brands have launched massive campaigns. Flipkart is celebrating its 10 years of association with its customers and has launched its ‘Big 10 Sale’ from May 14-18. Amazon will run its ‘Great Indian Sale’ from May 11-14 and is joined by Brand Factory with its ‘Happy Denim Days’ on the same dates.
Amazon’s ‘Great Indian Sale’ will offer products in categories including smartphones, fashion, home and kitchen, large appliances, sports and fitness among others on discounted prices. Additionally, many exchange as well as cashback offers on bank cards will apply during the four-day sale. The campaigns use humour to establish a connect with the consumer.
Flipkart has unveiled a massive campaign which started with a set of teaser ads featuring their popular characters-kids. The communication conceptualised by Lowe Lintas, Bangalore has been designed to showcase the largeness of this sale in a montage format. It showcases people from different walks of life across five real-life everyday situations talking about the intensity of the sale. In every situation, we have one person who is informing the other about the event and the others trying to get their head around the sheer scale of the sale. The narration taken the comparative route to establish the largeness of the sale: ‘Normal sale mein only discounts, Flipkart Big 10 Sale mein big discounts ke saath international trip bhi’.
Highlighting the creative thought process behind the BIG 10 Sale, Rajesh Ramaswamy, Executive Director, Lowe Lintas says, “The idea was simple – ‘It’s not just a sale’. It is something much bigger. We wanted to amplify this in a really unique and entertaining manner.” The campaign has been rolled out across popular online mediums and will span across India over a period of 15 days.
Also, in the sale war is the Brand Factory, and they are back with their ‘Happy Denim Day’ sale, where one can grab any denim of any brand priced at up to Rs 2,499 at just Rs 999. They last ran this sale from January 25-29.
Reports say Amazon continues to lag behind Flipkart by around 25 per cent in terms of Gross Merchandise Value (GMV). Snapdeal has not announced any such sale offers during this time thus far.
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