E-commerce giants Flipkart and Amazon are sparing no effort and expense to advertise their annual sale events—Big Billion Days and Great Indian Festival, respectively.
The two online retailers have launched a television ad blitz plugging the deals and discounts on offers in their annual flagship sales.
The festive season sales will mark the biggest showdown in Indian e-commerce.
Flipkart started its advertising campaign with a consumer insight ‘Abb mehengaai giregi’ (now inflation will fall) through its popular ‘kids as adults’ themed television ads made by advertising agency Lowe Lintas.
Flipkart has also partnered with US-based video-personalization platform AdGreetz to create 100,000 personalized video ads.
They have created hyper-targeted 10 to 15-second ads for both retention (of existing Flipkart customers) and acquisition (of new consumers for the e-commerce platform).
Amazon is highlighting the value for money and affordability features in its campaign series ‘Karo milke taiyyari’ (prepare together) created by advertising agency Ogilvy and Mather.
The campaign series will highlight the value driving and affordability feature they have introduced this season.
However, both e-commerce platforms need to strengthen their digital outreach. There is a need to build the advertising strategy on past loyalties to maintain good quality customer relationship.
