Snapdeal, Amazon, Pepperfry, Flipkart prep up for Diwali with new campaigns
While some players have kept their communication purely discount led, the others are trying to highlight the spirit of the festival
With a month left for Diwali, the major e-commerce players have already kick-started their advertising campaigns to promote the various offerings on the site. While some have kept their communication purely discount led, the others are trying to highlight the spirit of the festival. This sector which was grappling with a lot of challenges lately, witnessed an overall reduced ad spends in the first half of 2016. However, a sense of optimism has seeped in, as media experts believe that the players who have been on a tight budget till now will be opening their purses in the upcoming month.
Snapdeal was the first to announce their Diwali marketing plan - it has allocated Rs 200 crore as marketing spends on a 360-degree campaign for a span of two months. It has recently revealed their new brand identity, including a new logo, website, interface and app. In order, to talk about this latest rebranding exercise, the brand has launched a campaign titled ‘Unbox Zindagi’ which is being aggressively promoted across TV, print, outdoor and digital media. This move comes just ahead of the big shopping season in October.
On the other hand, players like Flipkart and Amazon have announced their respective big sale offers on the website and have also kept their communication in tune with it. Flipkart has recently announced the date of the much hyped Big Billion Day Sale from October 2-6. In the third year of the event, the player will continue to offer steep discounts on a wide range of products including electronics, clothing, TVs, smartphones and more.
Amazon’s ‘Great Festival Sale’ will also kick off on the same day as Flipkart’s Big Billion Day Sale. It has launched a campaign titled ‘BadeDilWale’ in order to promote the sale on the website.
Online furniture portal, Pepperfry.com has also jumped on to the bandwagon to entice customers before the shopping fervour in India sets in. They have unveiled a new marketing campaign to break the preconceived notion that online furniture shopping can be an unpleasant and unreliable experience.
While Independence Day this year, saw lukewarm response from the e-commerce players, in terms of no big media blitzkrieg, all eyes are now on the upcoming Diwali season. With brands wanting to spend more, it will be exciting to see, how this space evolves in the coming month.
Two films have been released till now as part of Snapdeal’s new marketing campaign. Other than the TVC, it is also very prominent on all the other mediums. Prasoon Joshi and his team at McCann has conceptualised the main brand new film. The visual imagery for the logo launch film and print campaigns has been done by Famous Innovations.
On the social media front, the brand has been quite active in communicating with the audience about their new look using the hashtag #UnboxZindagi.Soon after Snapdeal announced their revamped look, Twitterati started expressing their views and were amazed at the amount of money being spent on the rebranding exercise. While there were some, who appreciated the bright and the vibrant colours incorporated in the logo, there were others as well, who made fun of the brand for having spent such a huge amount and wasting the VC money.
The Amazon campaign talks about tendency of people to usually splurge this month, showing instances of family and friends who don’t hesitate to cross their budget to buy things for their loved ones. The brand has highlighted the campaign using the hashtag #BadeDilWale. In the end, it talks about the upcoming Great Indian Festival on October 2, which offers upto 70% off on products across categories.
Pepperfry last month had launched their campaign ‘Don’t wait till Diwali to buy new furniture’. The main highlight of the communication was that there is always great value available on Pepperfry and customers need not postpone their big-ticket furniture purchases to annual events like the Diwali festive shopping season. Their recent communication is aimed at targeting consumers who haven’t been able to overcome the reluctance of shopping online furniture.
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