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Campaign Face off: Flipkart's Big Billion Days v/s Amazon's The Great Indian Shopping Festival

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Sneha Yadav
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With both Amazon and Flipkart going headstrong with their respective festive season sales, experts share who's strategy has been impressive.

The festive season is here or to say ‘shopping da season’ is knocking our doors. The e-commerce industry is spending huge monies on the festive sale and is set to deliver a record this season, estimate industry experts.  

Meanwhile, e-tail giants, Amazon and Walmart-owned Flipkart gear up for their respective season offers with The Great Indian Shopping Festival and Big Billion Days and are going head to head in a bid to stand out amidst a plethora of shopping discounts online. 

Amazon’s The Great Indian Shopping Festival

This time Amazon India says, ‘Ab India ki khushiyon ke beech budget nahi aayega!’ (Budget will not limit your happiness anymore).  The company is going all out in attracting every individual to it’s offerings and facilities.  

In the main video devised for the festival, Amazon India showcases the same story of an Indian Parivar- how they prep to shop for clothes, jewelry and more, not restricting to any pre-equipped budget through Amazon.

Flipkart’s Big Billion Days

Flipkart goes beyond just advertising by integrating with content that people consume actively; India's biggest passion points: Entertainment & Sports. The company has roped in who's who of the country from Amitabh Bachchan, Virat Kohli, MSD, Deepika Padukone, and Sunil Chhetri. This extended to Regional stars too, such as Mahesh Babu, Tammana, Mahesh Manjerekar, Presenjit, and Yash.

In the feature video for the campaign, Flipkart played a trump card by featuring ‘Shahenshah of Bollywood' and captioning the video as 'The Big B of sales in back', where Senior Bachchan is seen asking people to gear up for the biggest sale of the year with Flipkart.

Social Media Buzz

Amazon

Amazon's digital advertising mix included all major platforms like Facebook, Youtube, Instagram, and Twitter. The buzz started two weeks prior to the shopping festival with teaser ads, moving onto unveiling official dates, showcasing individual offers and then featuring stars like Govinda, Karisma Kapoor, The dancing Uncle to generate excitement among the consumers.

There were also product oriented videos, creating buzz around the offers and products.

Amazon went a step ahead this time to introduce a live digital music concert roping in sensations like Monali Thakur, Badshah, Hardy Sandhu, Arjun Kanungo, and Aastha Gill.

 

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On Twitter it also asked users to create a parody version of Bollywood's famous songs and the best ones will be winning some amazing Amazon gift cards.

The retailer also arranged for Live Karoake session challenge in cities like Mumbai and Gurgaon.

Flipkart

Meanwhile, Flipkart is going headstrong with its advertising strategy for the sale season by releasing as many as 79 videos featuring stars including Virat Kohli, Sourav Ganguly, MS Dhoni, Deepika Padukone, Saina Nehwal and much more. The videos show them gushing over some exciting offers that Flipkart has to offer and that they can't wait for long.

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Also Read: Campaign Face Off: Levi’s #IShapeMyWorld v/s FabAlley’s #FabFitsAll

 

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The same strategy was followed on Twitter.

 

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India's Biggest Sale is back! This time, with India's biggest stars! ?

A post shared by Flipkart (@flipkart) on

Who steals the cake?

Sujala Martis,Director,Consumer Marketing, PGI (India)Sujala Martis, Director, Consumer Marketing, Platinum Guild International

It’s a face-off between 2 giants. The intended message for both is the same – it’s a time of fulfilling desires & in the tussle between desires & budget. For me, however, it is Amazon that works better.  While band baaja as creative device is not novel it serves better in terms of its disruptive, clutter breaking ability & memorability, especially in a pre-festive period.

When there are a plethora of sales/discounts/offers I think what you need to do is build that recall & sense of a sales destination. In the end, however, it will be product, payment options & ease, service & delivery parameters that will decide actual impact & that remains to be seen.

 

 

HIREN JOSHIHiren Joshi, Founder, Bee Online Communications: 

We Indians are deal-hungry and price-conscious. If we closely observe the campaign, Flipkart seems aggressive. Considering the first sale from them after Walmart acquisition. Their campaign has the lead influencers from Virat, Dhoni to Amitabh Bachan.
Indians may not be loyal to any one brand, but they are completely sold on online shopping. Talking about offers and discounts, Flipkart again wins here.
JASMINEJasmine Chabria, Founder, Boom Man Studios
The approach to one of the fondest festivals does require an ad to touch hearts to go onto convert to purchase leads. The Amazon ad definitely bags this seamlessly & aesthetically as it weaves a story of addressing the reality angle of ‘wrapping your Diwali spends within budget’ with an upbeat, colorful approach.

It brings out joy, celebration whilst addressing the TG’s concerns. These aspects definitely work more than solely a celebrity face for a savvy digital audience who is looking to wrap their Diwali spends within set budgets, while being introduced to the idea of celebration.

n chandramouliN. Chandramouli, CEO at TRA Research:
Of the two campaigns, the Flipkart campaign clearly stands out due to the Big B connection with the Big Billion sale. Using a high impact icon like Bachchan when all you are offering is 'discounts' will definitely make a difference. The Amazon campaign could have been a story told better.
It is to be noticed, however, that now the target audience for the brands is not only the Tier 1 city audience but also Tier 2 and Tier 3. The small city is no longer a small city and contributes to almost 30% of the revenues of online shopping and the online sales in smaller cities is growing three times that of Tier 1 though on a smaller base.
Diwali is an extremely important sales period for brands as also all consumer-oriented brands. The increase in online sales during Diwali last year showed above 110% jump from normal. In the Diwali week, this number dropped to 78% as per a research. Thus the high focus pre-Diwali and the importance of these 4 weeks, where some brands have known to clock almost 35% to 40% of their annual sales in just this period.
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