E-tailers kickstart new campaigns in accelerated run-up to festive season

In the race to be the first one and with the target to capture shoppers before they get shopped out, e-commerce players are launching festive discounts way in advance

e4m by Sarmistha Neogy
Published: Sep 2, 2015 8:54 AM  | 6 min read
E-tailers kickstart new campaigns in accelerated run-up to festive season

As the festive season approaches, there is an immense pressure on the e-tailers to offer good discounts and make most of the Diwali season. Also with many of these players getting a good round of funding, from their current investors and few others eyeing big investments, there is money in the market, which will be used to fuel ad spends as we approach the Diwali season.

Usually campaigns for Diwali are launched in November, but now the run up to the festival season has shifted. E-tailers are coming with campaigns and offers well in advance to lure the customers into buying now instead of later.

Swati Bhargava, Co-Founder, CashKaro.com & Pouring Pounds feels that in the race to be the first one has already started. “Today the idea is to capture the shopper before they get shopped out, so the sale and offer period have also shifted. So in my opinion, majority of the e-commerce players will come in with their offers from September. Similar trend we have noticed in UK for our site Pouring Pounds as well, earlier Christmas offers use to start on 25th December, then it shifted to early December and now it starts from mid-November. Now we are using festivals as a reason for shopping and this trend is going to remain,” she said.

Furniture portal Pepperfry has launched their recent campaign titled ‘Don’t wait for Diwali’, wherein it urges customers to buy immediately and not wait for the Diwali offers. For the last two weeks, Snapdeal has been running their ad campaign titled weekend Home offers. It is enticing the customers to make all their purchases now by asking them ‘Kab Tak Aisa Chalega?’ (How long will you continue like this?)

The three films for Pepperfry which are currently running on TV showcase three different examples of customers in need of a particular furniture piece, but they have been delaying the purchase. The reason behind this is that, each of the customers-the one looking to buy a recliner, bookshelf or bed, have been procrastinating thinking that they will buy it during Diwali. However, the campaign acts a gentle reminder to these set of customers, and tells them not to delay their purchase, because they can get similar great deals and offers now as well. The company has recently raised $100 million in a Series D funding round from Goldman Sachs Group Inc and Zodius Technology Fund.

Recliner:

Bookshelf:

Bed:

Kashyap Vadapalli, Chief Marketing Officer and Business Head, Pepperfry.com said, “Our new campaign hinges on three main things. Firstly consumer insight, which tells us that people have the tendency to put off buying expensive or large ticket purchases. Secondly, the attitude of the consumers have changed today and as a result of which even Independence Day is also considered as an event today, around which players give discounts and people buy. So the attempt is to create as many events as possible because retail today is all about events. Thirdly, the underlying message of purchase is all about value, people postpone the buying because they look for great value. We are trying to address all the three things in the latest campaign, which will be running for the entire month on all the media platforms.

Commenting on whether another campaign right before the Diwali season will make sense because high ticket purchases are not that frequent, he said, “The furniture market in home products is as strong as 32 billion and the online furniture market is only less than 1%. So there is immense headroom for growth. There is demand and it is all about encouraging them with the right discounts and offers. We will be coming with another campaign probably during mid-October,” he said.

Snapdeal which keeps on introducing new offers and deals for its customers all throughout the year, has launched the new Snapdeal Home Weekend sale, where they are giving attractive discounts on furniture, furnishings and decorative products. The campaign is highlighting the plight of the customer without the product and the urgency to buy it immediately. According to recent reports; the company has closed a funding round in which it has raised $500 million from Alibaba and Foxconn.

Snapdeal Home Weekend:

Nitin Agarwal, Senior Director, Marketing at ShopClues said, “Yes the run up to the festive period has shifted and many players are trying to lock-in customers with their offers and deals by being the first one in the race. But at the end of the day, it is all about hitting the sweet spot, because customers will compare and will always look out for the best deals. Usually from 30th September to 12th October-the Shraadh period, is not considered auspicious according to our Hindu calendar and people usually avoid any big ticket purchases during this time. Customers will again start making purchases from the Navratri period.”

Commenting on whether players joining in late, will lose out on customers, he added, “It depends, because there are usually two sets of customers. One, who will buy right at the beginning if he spots a good offer and the second kind of customer, will compare and typically wait for all the others to come out with their respective offers. Shopping happens at the convenience of the customers and the kind of deals, the players have to offer. I won’t be able to reveal when you are coming out with our Diwali offers and the campaigns, because it involves research and a lot of competition mapping.”

Echoing similar thoughts, Sameer Parwani - ‎Founder and CEO, CouponDunia highlighted, “Everyone wants to make a big splash and be the first one. It will be interesting to see when Amazon does their Big sale and if they will do it before the Big Billion Day. Snapdeal will also try to their bit. Other players will also do their sales.  So, you obviously don’t want to be the second one in this race. . To add to this, you do have the natural calendar limitation of ’shraadh’. ?Maybe everyone will start doing it all within the same couple of days. Naturally, overtime the big sales will happen earlier. In travel sector, some airlines have already begun offering festive discounts. Many OTAs have also started offering discounts on hotels. Usually, airlines and OTAs give these discounts early so that people can plan their travel during the festival season.? We are yet to see major e-commerce brands give festive discounts. In India, we expect e-comm brands to give discounts? by mid October.?? ??Some discounts may come during Ganesh festival as well.”

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Fujifilm India’s instax unveils ‘keep it alive’ campaign

The campaign has been launched in collaboration with Cheil India

By exchange4media Staff | Jan 30, 2023 4:07 PM   |   3 min read

fujifilm

Cheil India has launched a new campaign for Fujifilm India instax’ instant camera and printer range. The new campaign is headlined with the theme of “keep it alive” and showcases how instax photo print films can express everything in a hip way while also retaining the old-world charm of an actual print.

“The feel of a photo print is a different experience altogether which many today may not be familiar with. The joy of holding a print, using it in different ways, and keeping those as memoirs of moments is beautiful. We are looking for new ways to rekindle the love of physical photos and bring its relevancy in the collective consciousness of Gen Z. This campaign will help us with a 360-degree makeover and establish a connection with Gen Z whose lingo is photos hence the origin of Photo lingo. The idea is about a new photo lingo that can capture instax worthy moments in Gen Z life. The possibility of expanding the campaign is limitless,” said Arun Babu, General Manager, Electronic Imaging, Optical Device & Instax Division, Fujifilm India.

The campaign went live on all digital and social media platforms of FUJIFILM India and underlined the innovative use of photo print films to complete the expressions that we use. The idea is expanded further with a series of short films showcasing how instax instant cameras and films can play a defining role in creating memories of the special moments and preventing them from getting lost in a digital folder by keeping them alive.

Sticking to the core idea of bringing quirky, humorous moments to life through the instax photo lingo, the first film captures a family anniversary function where the Dad of the family mistakes another woman for his wife because she is in a similar attire. What follows is a mix of fun and embarrassing moments where his wife catches him in the act creating an instax worthy moment for the kids to capture.    

The second film captures a similar humourous moment that happens between a group of college friends at a Valentine’s Day bash. The film begins with two college students who are bragging to each other about a girl that they are interested in while waiting for her. They make fun of the 3rd character, their geeky friend, who casually enquires about her but are shocked seconds later when the girl reveals that she is dating him. What makes it even more interesting is that fact that one of braggarts is asked by the girl to click an instax photo of her with her boyfriend.

Talking about the idea of the films Devdas Nair, Creative Director, Cheil India said, “We devised a completely new photo lingo to carry the message in this campaign. This new lingo used instax print films to complete phrases and expressions that are commonly used in everyday life situations among our target audience of Gen-Z. This device created a fresh and interesting take on how photo prints say a lot beyond just the photo in the frame. It is a beautiful reminder of those special moments captured along with the stories of those involved.”

instax‘ #KeepItAlive campaign involves a series of short films along with digital media amplification using engaging posts, videos, and reels. The brand will also leverage retail, OTT, and OOH medium for this campaign.

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Tonic Worldwide wins digital mandate for Waman Hari Pethe

The account will be handled out of the agency’s Mumbai office

By exchange4media Staff | Jan 30, 2023 11:20 AM   |   1 min read

Tonic

Tonic Worldwide has won the digital mandate for Waman Hari Pethe, the Mumbai-based Jewellery brand with a legacy of 114 years.

Speaking on the new win, Chetan Asher, Co-founder & CEO, Tonic Worldwide, says, “We are excited to partner Waman Hari Pethe in its vision to reach the digital audience with WHP, the digital brand that will cater to the younger generation. This TG is increasingly getting more interested in the category.  With our digital first approach to brands and the understanding of e-commerce funnels, we wish to put the brand in the TG’s top consideration. Our specialist arms GIPSI, Twip and Yellow Labs will play an important role along with our Media expertise in realising this vision.”

On the collaboration, Dr. Aditya Pethe says, “With this new venture we are looking at creating an online brand identity for WHP Jewellers that will have pan-India resonance. Our aim is to expand The Waman Hari brand to include a larger group of patrons especially the younger generation through relatable and trending content. We are looking forward to this new journey.”

The account will be handled out of the agency’s Mumbai office.

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Mascot Monday: The Lijjat Rabbit's hop to fame

How the co-op created a long-lasting legacy with its buck-toothed superstar

By exchange4media Staff | Jan 30, 2023 9:06 AM   |   4 min read

Lijjat

An anthropomorphic bunny enjoying papads in the company of humans may seem like something out of a fever dream. But ask any millennial or a gen xer and they will tell you about one of the most perplexing yet fascinating ads of their youth. In the early 80s, plucky little co-op and a master puppeteer came together to create one of the most unforgettable mascots India had ever seen -- the Lijjat Rabbit.

In today's edition of Mascot Mondays, we pay tribute to Lijjat's leporine superstar who made us look forward to commercial breaks and got us excited about the humble papad.



The rabbit's tale

A brand synonymous with "papads" in India, Shri Mahila Griha Udyog Lijjat Papad is a success story in more ways than one. It's an enduring symbol of female entrepreneurship and empowerment, raking in upwards of $224 million in revenue yearly. Its immaculate success model notwithstanding, Lijjat also owes a part of its success to its brilliant ad campaigns and its unforgettable mascot.

Prior to 1980, Lijjat believed that the best promotion was through word of mouth. The co-op rather focuses on the quality of the product than spending huge amounts on ads.

However, its success also made way for many fraudsters to sell fake Lijjat papads in the market. To counter the menace, the company felt it was perhaps time to go big on branding. Lijjat's packaging already had a trademark picture of a boy eating papad, but the co-op wanted more.

Actor Appi Umrani worked closely with Lijjat and was determined to shoot an ad for the co-op on a modest budget. Impressed by ventriloquist Ramdas Padhye, who performed on Doordarshan with his puppet Ardhavatrao, Umrani approached the puppeteer to gauge his interest in creating a character for the Lijjat.

Padhye, who initially pitched middle-class human characters for the ad, was convinced that a bunny muppet would do the trick. However, the folks at Lijjat needed convincing. "Why would a rabbit eat papad?" was the question.

A few days later, Padhye hauled a big bunny muppet to the Lijjat office. The large anthropomorphic rabbit with white fur, beady eyes and buck teeth wore a satin green bow over a black vest. Only after seeing the ventriloquist's creation, did the Lijjat executives agree to cast the mascot.


Muppet becomes a star

As bizarre as the concept of a papad-munching bunny was in theory, in practice, it was a hit. As soon as the ad was aired, viewers were instantly captivated by the muppet.

Padhye, who voiced the Lijjat bunny, also gave him a distinct "eh he he" laughter, which went on to become iconic in its own right.

After his successful TV debut, the bunny was inducted onto the Lijjat packaging right next to its original mascot "Babla", and the muppet has stayed put on the cover ever since.

The amazing Lijjat Papad story: from Rs 80 to Rs 800 crore

He even went on to wed Mrs Bunny who has also appeared in commercials alongside her husband. Eventually, the family grew and the Bunnys welcomed a baby bunny.

Abhijit Dey on Twitter:
In 2003, actress and model Shweta Tiwari had the honour of starring alongside the rabbit couple in a Lijjat ad.






While most millennials and gen xers have fond memories of the muppet, some were terrified of the giant bunny. An unintended consequence of the ad was that it stoked fear in the minds of kids. Pupaphobia or fear of puppets arises from their uncanny life-like appearance that makes people feel uncomfortable. Some also blamed the rabbit's giggle as a trigger. Redditors discussing Indian nostalgia on the forum have described the bunny as a "demon rabbit", "creepy" and "straight from hell."

That aside, it can't be denied that the giant rabbit bunny from the papad commercial is one of the greatest ad legacies of India. Despite being on a shoestring budget, Lijjat created for itself a mascot that ensures great brand recall decades after its debut.

Every time we see him on TV, the Lijjat Bunny leaves us jonesing for some crispy papads and tempting us to sing along to "kharram khurram."

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Dabur Amla urges all to break hairstyle stereotyping

Created and conceptualised by Dabur Amla and Schbang, the campaign #StrongHairStrongerYou shines light on the societal labelling of women based on their hairstyle

By exchange4media Staff | Jan 29, 2023 10:00 AM   |   2 min read

dabur amla

The way a woman wears her hair says a lot about her. Or does society read too much into it? Why is a clean, sleek hairstyle considered the trait of a bossy woman?

“This year, Dabur Amla Hair Oil challenges the stereotype. For decades, multiple labels and connotations have been attached to how women choose to wear their hair. The brand roped in Priya Malik, actor and poet, to put focus on the societal labelling that paints women in a negative light,” the company said.

With the launch of the campaign #StrongHairStrongerYou, Dabur Amla reminds women that their hair is a measure of their strength and not a judgement of their character. It implores viewers to look beyond the stereotypes and opens a healthy dialogue to reinforce the women in their lives positively.

Commenting on the campaign, Ankur Kumar, GM-Marketing, Hair Care from Dabur said, “Dabur Amla has been a trusted hair oil brand with 80+ years of legacy. It has always been fuelled by a mission to empower women to be confident about themselves backed by strong and beautiful hair. Through this campaign, we have taken this conversation forward encouraging women to own and embrace their true selves through strong hair and a strong spirit and not get bogged down by what the outside world might have to say about them”.

Ayush Rathod, Associate Vice President from Schbang said, “The role of women in the evolving dynamics of the world, make campaigns like these the need of the hour. Leveraging Dabur Amla’s core value of ‘strength’, it was a fulfilling experience to extract a meaningful conversation out of it that drives a behavioural shift in the society and empowers the women of today and tomorrow. Lastly, It’s heartening to see a legacy brand like Dabur Amla evolving with time and reinforcing its commanding voice in the hair oil category with Schbang’’.

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Air India's new Republic Day film is about giving flight to your dreams

The campaign is named Desh Ka Naam #HarAasmaan

By exchange4media Staff | Jan 29, 2023 2:00 PM   |   2 min read

air India

Air India has launched a film- Desh Ka Naam #HarAasmaan to celebrate the Republic Day.

“The narrative of the film is all about giving wings to dreams through a collective initiative. It is much more than just about flying - it is all about aspirations and dreams and a yearning to fulfil that dream,” said the airline in a statement.

“The entire narrative is woven around the theme of Patriotism and is aesthetically brought out through crisp editing and subtle symbolism. The aspirational energy of the youth and the wisdom of age play an equally important role in scripting a nation's saga of success The very 'real' and inclusive treatment of the theme of patriotism - cutting across generations - is what makes this creative special. This is only about India and all about India. What adds more depth to the narrative is that one of India's most loved singers, Shaan, has lent his soulful voice to this musical video,” it added.

Talking about the campaign, Sunil Suresh, Communications Head, Air India, said, “Desh ka naam, har aasmaan campaign is about imprinting the stamp of India on every horizon of the world highlights the aspiration of today's India. The India that is bold, vibrant, warm & progressive and confident. This audio - visual is our tribute to the nation. We believe that it is the collective responsibility of every citizen of the nation to join hands and take our nation to ever greater heights - and this film is our small attempt to inspire and encourage people to do the same.”

 

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Did Zomato salute Swiggy in new Republic Day ad?

Zomato's new film has a sweet message for India's uniform-clad warriors, which include food delivery agents

By exchange4media Staff | Jan 27, 2023 2:58 PM   |   3 min read

Swiggy zomato

Brand wars are nothing new in the ad world, whether it's Dove vs Sebamed, Burger King vs McDonald's or Domex vs Harpic. It's always entertaining to watch brands take the mickey out of each other in subtle and not-so-subtle ways. But how often does one see rivals appreciate another? Food delivery app Zomato seems to have tipped its hat to arch-rival Swiggy in its new ad for Republic Day.

The food delivery app dropped its latest ad film for Republic Day, focussing on everyday uniform-clad warriors -- from sweepers to medicos -- who do their best to serve society.



The film #RespectAllUniforms from brand Zomato intends to right a serious wrong in our society where there's an inequality in the measure of respect given out to certain occupations. While a watchman may don a uniform like a policeman or a doctor does, the former is not treated with the same dignity as the latter.

Despite working round the clock, delivery agents who race against time to drop off food to hungry customers, often do it at the cost of great personal risks. News is rife with stories of delivery boys getting assaulted by irate customers or getting attacked by pet dogs. Yet, there isn't much appreciation for their service. Instead, they are often left in a vulnerable position, having to deal with customer complaints and bad feedback directly.

The film is shown from the point of view of a Zomato delivery man who is en route to drop off food. Along his way, he encounters sweepers, nurses, doctors, traffic police and air stewardesses. He offers them a salute as a mark of respect for their steadfast service, prompting them to also return the favour. In the end, he comes face to face with a delivery agent of a rival brand and salutes him.

While it's not explicitly mentioned, people are convinced that the other delivery agent is a Swiggy worker since his uniform is orange, the brand colour of Zomato's rival.
The subtle tribute by Zomato (if it is indeed for Swiggy) is a rare moment of brand camaraderie in the Indian ad world. As audiences, we are used to seeing brands getting petty, and making overt and covert references to rivals.

While Swiggy is yet to respond to the ad, users are quite chuffed with the film and appreciated Zomato's kind gesture.

"After the dig that Swiggy took at Zomato few days back, this is very sporting and profound on part of Zomato! Salute to your creative team, even though they don't don a uniform," said one user on LinkedIn. 

"Salaam to competitors in the end ??" read another comment.

"Zomato and team very meaningful and creative advertisement. A Salute to your backend creative? hashtagRespecthumanity 
Swiggy part in the end was like a last ball six hashtagcricket moment," said another user. 

"Zomato nailed it by adding a delivery executive representing Swiggy in the ad. Brilliant!" said another.

Previously, sworn brand rivals have also come together for common causes. Burger King famously asked people to "Order from McDonald's" during the pandemic when the fast food industry was seeing massive retrenchment. Another time, it announced "No Whopper Day" to help McDonald's sell more of its Big Mac, the proceeds of which went to a cancer charity.

Delivery app Dunzo also extended support to rivals Swiggy, Grophers and Big Basket in their #EveryDaySuperheroes campaign.

It will be interesting to see whether Swiggy will acknowledge Zomato's gesture and return in kind in the coming days.

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Aditya Birla Health Insurance asks KyaPeecheChhodaHai

The campaign talks of the importance of positive health behaviour

By exchange4media Staff | Jan 29, 2023 4:00 PM   |   2 min read

Health

Aditya Birla Health Insurance Company has unveiled its latest brand campaign “KyaPeecheChhodaHai” to promote the role of health insurance in changing lives of people by empowering them to lead healthier lives.

The campaign talks of the importance of how positive health behaviour such as walking 10,000 steps daily can help an individual leave health concerns behind.

These customers from across the walks of life, who are at the heart of the TVC and the digital campaign, narrate their stories about how walking 10,000 steps have helped them do away with concerns like mental stress and weight issues, diseases like diabetes, asthma etc.

Speaking on this campaign, Mayank Bathwal, CEO, of Aditya Birla Health Insurance, said, “At ABHI, our primary focus is to help our customers with cutting-edge innovative health-first insurance solutions which not only protect them from medical uncertainties but nudge them to live a health-focussed life. We take immense pride in having pioneered this model of health insurance that transcends the boundaries of an indemnity-based model by focusing on proactive health-care for our customers.”

“It is heartening to see our customers as brand ambassadors in our recently launched KyaPeecheChhodaHai campaign. For health insurance companies, customer trust is paramount, and to see our customers endorsing us, gives us immense satisfaction. The customers featured in the film belong to different walks of life, however, one thing that unites them is the initiative to bring a change in their lives by walking every day and managing their health proactively. We hope the films will encourage people to prioritise their health by engaging in simple yet effective physical activities such as walking 10,000 steps daily,” Bathwal added.

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