Kishore Biyani is going to amuse you as Future Group will launch ad-campaigns targeting Flipkart, Amazon

Kishore Biyani-led Future Group, India’s largest retail chain, is going to take its online rivals head-on with a new ad campaign. The Future Group will show the difference between online and offline shopping and take on Flipkart, Amazon India and Snapdeal.

This is the second time when Biyani will be engaging in comparative advertising against online rivals. The campaign will be having three comercials that will show difference between buying without touch and fall. The ads will also be promoting the Future Group's electronics chain EZone, while likening online buying with a relationship where one can see the girlfriend but can't feel or touch her.

"There is a perception that online pricing is better compared to physical stores but it's not the case anymore. We need to make consumers aware of this fact. "We are doing a lot of technology led innovation and have partnered Facebook for this initiative,” Biyani, the group's chief executive told ET.

The ad campaign will be a part op the Future Group’s latest two-day event Book Online Pay Offline or BOPO that will begin next week. This event will cover booking of products at EZone's online portal for Rs 1,000 and pay the remaining at its stores later.

"It comes with an insight of our customer where they say 'side mein rakh dena (keep on the side)' when they are not sure about a product, but at the same time don't want to let go the price-offer on the merchandise,” Biyani told ET.

Earlier, Biyani, who always have openly accepted his disdain for ecommerce rivals, launched a series of ads that had wordplays like Flip the Cart, Snap the Deal and Amaz-Off and targeted the three top marketplaces.
(image: indiatimes)