Ecommerce giants were doing wonders in their respective field. And after innumerable sale offers and enormous discounts, it’s catching people’s eyes and this time, it’s for a whole new reason. Ecommerce companies are going out in the open (read out of home media) and trolling each other, in ways that were only seen in the digital platform until sometime back.
Flipkart’s campaign 'Nahin Khareeda? #AchhaKiya' was running on out of home platform for a week, when suddenly Snapdeal chose to react to it, wittily. So in reply to it, Snapdeal has launched a campaign with the catchline 'Achha kiya bata diya, #YahanSeKharido’.
However, Snapdeal doesn't see the campaign as ambush advertising, claims a news report by The Economic Times. "Snapdeal is a young brand and our marketing communications across channels reflect different facets of the brand's personality. The core objective of all our communication is to connect and engage with our consumers and this is just a message to consumers inviting them to shop on Snapdeal," its spokesperson told the ET. Flipkart didn't respond to queries about the campaign.
Brand expert Santosh Desai has told the financial daily, consumers are entertained only when such campaigns have an element of humour. "Consumers have other things to deal with in life. This seems to be like two brands (or brand managers) talking to each other."
Advertising industry insiders say Snapdeal had looked for more such billboards at prime locations and had to restrict the number due to lack of availability. Most of the Snapdeal billboards have been taken for two or three days.
The current rivalry spilled over to social media, too, with similar hashtags on microblogging site Twitter. Snapdeal is trolling Flipkart's #AchhaKiya with its #YahanSeKharido hashtag.
(Image: Twitter)