This festive season, Flipkart and Amazon India indulge in advertising blitz
Both e-commerce majors have been prominent in the Broadcast Audience Research Council (BARC) Top 10 Brands list for the last three weeks
Published - Sep 18, 2017 7:50 AM Updated: Sep 18, 2017 7:50 AM
The e-commerce ad blitz is on, and how! Flipkart is promising a drop in inflation (Ab Mehengaai Giregi) and Amazon India is urging people to prepare for the festive season together with friends, family and loved ones (Karo Milke Tayyari).
Both the e-commerce majors have been prominent in the Broadcast Audience Research Council (BARC) Top 10 Brands list for the last three weeks. They entered the BARC top 10 brands list in Week 34 (August 19-25) with 12,089 (Flipkart) and 10,266 (Amazon India) insertions. In Week 35 (August 26-September 1) Amazon India, a heavy spender on advertising initiatives, led the list with 14,985 insertions and Flipkart came in third with 11,900 insertions. Amazon India came second with 11,329 insertions during Week 36 (September 2-8) followed by Flipkart with 10,130 insertions.
Also, the Flipkart Big Billion Days sale is scheduled for September 20-24, while Amazon India’s Great Indian Festival begins a day later and goes on until September 24. Amazon Prime members will have exclusive access on September 20.
The Flipkart kids are back to tell you that one is losing out if one is not buying on Flipkart. The theme for this year’s sale is: Ab Mehengaai Giregi. Speaking about the creative strategy, Kartikeya Bhandari, Senior Director, Marketing, Flipkart, said, “Staying truly relevant in the daily life of our consumers, our effort is pick up real life instances which are strong yet simple. Indians across generations have always talked about inflation and the topic of Mehengaai will almost never get old.”
Although Flipkart’s ad expenditure is conservative, Flipkart has made it a point to reach out to consumers in innovative ways. For the third consecutive year, Flipkart has collaborated with TVF to create a long-form branded video. “We always look for reaching out to our consumers in the most interesting ways and this integration is done in a seamless manner keeping the campaign message at the heart of it. With consumers’ increasing preference for digital media, we ensure that we are present on all key touch points, be it digital or traditional media,” said Bhandari.
Filpkart’s focus will be on mobiles and fashion, which are the most sought after categories followed by TV, appliances and electronics. “We have landed exclusive tie-ups with the most aspirational brands in almost every category,” added Bhandari.
Amazon India’s creative strategy has always been about how it plays a key role in the lives of its customers, be it a retirement party, following a passion, or a celebration. For this festive season, Amazon India’s campaign #KaroMilkeTayyari, features a series of films that focus on one family through this festive season encapsulating ‘The Joy of preparing together for the festive season’.
“Through our campaign, we want to urge people to take time off and invest it in creating memories with their loved ones. Brand Amazon always attempts to tell a story that our customers feel connected with, in a manner that is simple and relatable based on real Indian insights. While Amazon India is a preferred destination for most people for their shopping, #KaroMilkeTayyari aims to remind people of the importance of the human connect, whilst we take care of your shopping needs,” said Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India.
Interestingly, this time Amazon India has created separate ads in Tamil, Kannada, and Telugu for regional audiences in addition to Hindi. “The South India focus reflects India’s rich diversity. While the theme is similar, the films for the Southern markets have been executed with a different cast and in a different setting,” said Desai.
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