Online retailers plan ₹400 crore ad blitz for this festive season

NEW DELHI: THE FESTIVE SEASON SALE WILL MARK THE BIGGEST SHOWDOWN IN INDIAN ECOMMERCE

E-commerce companies are sparing no effort—and expense—to woo consumers to loosen their purse strings during the upcoming festival season. The biggest online retailers in India are expected to collectively spend an estimated ₹400 crore on advertising to promote Diwali sales, a 10% jump from last year according to top media buyers.

The festive season sale will mark the biggest showdown in Indian e-commerce with arch rivals Flipkart and Amazon launching big discounts, deals as well as advertising campaigns to promote their offers heavily across media platforms. Flipkart’s flagship Big Billion Days sale will kickstart from October 10 while Amazon India’s five-day long Great Indian Festival is also expected to start in October.

A host of players such as online grocery platform Grofers, online furniture retailer Pepperfry as well as Paytm Mall will also be spending advertising money to grab a pie of the festival season sale this year.

Amazon’s mass media cam- paign for the festive season is inspired by the fundamental insight that Diwali is a festival when families buy big-ticket appliances, upgrade existing products and indulge in gifting. However, limited budget often pushes Indian families to prioritize the things they buy.

Flipkart has started promoting the festive campaign ‘Big Billion Days are back’ across digital platforms with mass media campaign expected to be launched soon. An email query send to the company remained unanswered.

Paytm Mall, the e-commerce arm of Paytm, festive advertising is slated to start from October promoting the sale which will continue till the end of the year.