Ad wars are on amongst the e-commerce biggies in India before the festive season. Same as last year, this year too Flipkart, Amazon and Snapdeal are gearing up just before the Diwali season. Flipkart has launched a new Itne Mein Itna Milega Campaign aiming to rake in the moolah this Diwali.
Flipkart Big Billion Day 2016 Campaign Launch
First to hit the deck is Flipkart with their Big Billion Sale from 2nd to 6th October 2016. The campaign broke both on digital and TV featuring kids as adults, a feature of all Flipkart ads. This year the sale promises much more value for your money with the tagline ‘Itte me Itna Milega’ with kids depicting getting more for a less amount.
The Big Billion Day Sale had been disastrous in its first season crashing the Flipkart Servers during the sale days. The second season came back with bold statements of taking care of all the expected traffic and kickass deals. Last year, Flipkart had held its Big Billion Day sale for five straight days between 13-17 October. According to the company, it had sold goods worth $300 million. The previous year’s one day sale had garnered sales of $100 million. However, even in the second season the sale faced criticism from customers with claims that that prices of some of products were increased to MRP instead of the previous selling price, to reflect a bigger discount. Also, people struggled to get through orders due to app and website crashes.
This shall be the third season and the company is keeping its fingers crossed on this one. Announcing the dates, the Head of Category Design Organization, Flipkart, Kalyan Krishnamurthy said, “This year, our key focus is to ensure maximum value to our consumers by making quality products affordable and accessible.”
Flipkart Big Billion Day 2016 TVC– Itte Me Itna Milega
Flipkart has created 2 ads specifically for the Big Billion Day Sale.
The ads is crafted creatively showcasing two different generations as leads and thereby depicting that the sale is for everyone. The Salary Slip ads targets the young adults who have disposable income where as the Classroom ad features a teacher in his 40s who is untouched with Flipkart or the Big Billion Sale. Flipkart has created 2 versions of both the TVCs – one which is 30 secs and another which runs in excess of 40 secs. Its a no brainer to guess that the 30 secs version is meant for TV where as the other version appears quite frequently on social media platforms. The frequency of TV spots in the current season of the sale appear to be much lesser when compared to the 1st season of the Big Billion Sale. It is much likely because of more focus on the digital platforms for this campaign.
As everyone would expect, Amazon is also gearing up during the same period for its biggest sale of the year. “Themed the Great Indian Festival as Tyohar Bade Dilwala… These marathon 120 hours of the event mark our continuing commitment to work closely with our partners and together bring the biggest sale yet for our customers,” said Amit Agarwal, VP and Country Head, Amazon India, in a statement. This year, Amazon is reportedly spending nearly three times more than Flipkart on advertising and marketing. Snapdeal recently revamped the brand completely for the first time facing competition from Amazon and Flipkart and increasing pressure from investors.
