Online shopping discounts continue to baffle you? Well…this time it was not an online shopping sales but an ad tussle between ecommerce giants that has baffled consumers in India. E-tail players such as Flipkart, Snapdeal and Coupondunia indulged in advertising war where Amazon had the final say.
The advertising tussle started with arguably two of India’s most prominent ecommerce players – Flipkart and Snapdeal. With #AchhaKiya trending on Twitter, Flipkart has successfully managed to engage the consumer for its ‘Achha kiya nahi kharida’ campaign. Through its official account on Twitter, Flipkart tweeted, “Watched match in HD? Found the same TV? Wife also said yes? But shopping? Nahin Kiya… #AchhaKiya .”
What followed this ‘innocent’ promotional message from Flipkart, was a series of troll tweets from other ecommerce player who interpreted this as an marketing opportunity. In a few hours after Flipkart’s tweet, Snapdeal said, “Achha kiya bata diya! #YahanSeKharido.” However, the war was not only limited to their respective Twitter accounts as outdoor hoarding soon emerged bearing the same message.
When CouponDunia saw two of the largest ecommerce brands in the cat fight, it decided to gain some traction for its platform too and joined the league saying, “Kahin se bhi khareedo” #BachaoIdharSe.” Further, Paisa Bazaar also wanted a role, so it posted, “Khareedne Ke Liye #PaisaChahiye.”
OLX continued the rift with its landmark trend #BechDe. The hoarding by OLX said, “Khareedne se Pehle Purana Becha Kya?”. But we hope that the tiff between ecommerce baron comes to close as Amazon said, “Kahi Nahi Mila? #YahaDekhLo.”
If we closely track the evolution of advertising across ecommerce brands over the last few months, ambush marketing has emerged as the new fad in the advertising community, whether online or offline. The competition for a larger consumer base among brands in India is intense as consumers are limited but every day we can see new brands mushrooming in the Indian marketing community.
This ad campaign is no surprise for Indian marketers as ambush marketing has become the buzzword of marketing for Indian ecommerce players. The pace of advertising in India is making the traditional strategies obsolete, therefore this campaign is not a rare example now but going forward we may see more brands jumping onto the bandwagon and joining the universe of innovation-inclined marketers.