Flipkart has partnered with PVR cinemas in Bengaluru, Mumbai, and Delhi to bring its brand campaign around the upcoming Big Billion Days festive sale offline. The company is hoping to reach a million people through this week-long campaign that starts on September 30, wooing them to shop on its platform.
The communication hinges around the theme ‘itne mein itnaaa milega’ (with so little you can get so much) that has been part of the print, television, radio and outdoor campaign as well. It will offer moviegoers a chance to upgrade their small serving of popcorn to a larger one for free.
“This campaign is in line with our mission of bringing maximum value to our customers through India’s biggest sale, The Big Billion Days. The idea is to let people shop more for less and making aspirations affordable,” said Samardeep Subandh, Chief Marketing Officer at Flipkart.
Flipkart, which is hosting its annual flagship sale (Big Billion Days) from October 2 to October 6, expects daily sales to jump between 2.5-3 times of what it sees on any regular day. While the company is marketing the big discounts on offer by brands, a majority of its marketing activity has been around adding value.
In a recent interview with Binny Bansal, he said that Big Billion Days wasn’t just about giving the biggest discounts, but about making things affordable for people. Flipkart is looking at boosting sales during the festive period with offerings such as zero-EMI payments and better assurance through its Flipkart Assured program.
Rival Amazon, which is flush with funds after a recent $3 billion cash infusion into its Indian arm, is looking to steal Flipkart’s top spot in India’s e-commerce segment post the festive period. The company is not only offering big discounts but is also offering two months of its Prime subscription for free, allowing festive shoppers to experience free one and two-day deliveries.
Amazon has invested massively in its logistics infrastructure to enable a high volume of quick deliveries. On the other hand, thinking more frugally, Flipkart has reduced its dependence on expensive temporary workers, instead of tying up with over 1,200 local Kirana stores to ensure last mile deliveries are made to customers.
As for marketing, e-commerce has emerged among the biggest spenders on advertising during the festive season. India’s no.3 e-commerce player Snapdeal had announced that it would spend Rs 200 crore to improve its brand visibility and for advertising its festive season sale.
It is estimated that Flipkart, Snapdeal, and Amazon will alone spend between Rs 100-120 crore to promote their annual festive sales during the first week of October.
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Source: Business-Standard