RECOGNITION IS WHAT IS NEEDED!!!!
Everything in today's world works and depends on computer and is just a click-away. From being the country of snakes to now doing everything with a mouse, as addressed by our Prime Minister- Modi at Madison Square(America).
On 6th of October 2014 something revolutionary happened in Indian E-Commerce industry. Flipkart -no 1 e-tailor in India had their "Big Billion Day" sale, they achieved something extraordinary or something unheard in terms of numbers i.e.$100 Million(600 crores-Indian Rupees) although leaving most of their customers dis-satisfied. The company's website registered almost a Billion(10cr) "hits" in straight 10 hours, although the repercussions it had on customers mind is altogether a different topic to debate on.
The day also had something to fight for , its been said that Snapdeal, rival of Flipkart & Second-largest online retailer in India(as of now) earned more than 100 crores, found by Kunal Bahl, a Wharton Graduate & Rohit Bansal, IIT-Delhi graduate in February 2010.
It's being said that Flipkart lost its loyal customers & its brand-value came down after what happened,leaving its rivals Snapdeal and Amazon.in giving an upper hand to their brand-name & gain customers. Quite expected the latter were motivated to cash-on their ads had been playing even before "the-Big Billion day" had come. The impact was very different, never before had we seen an ad about an E-commerce company so aggressively Marketed.
Snapdeal brought-in a string of popular faces from TV-to-Cricket-to-Films. They spent 175cr on advertising their Big-Diwali sale, from Mandira Bedi-to Dadi(comedy nights with kapil)-to-Krishna Abhishek(loud comedy actor-niece of Govinda)-to very subtle commentator & cricket analyst Harsha Bhogle and our favourite figure "Alok Nath" persuading us to buy any product on established website.
The point I am trying to raise here is why do all ads need to have brand-value or recognition. Do we require a Dadi or our fatherly figure Alokji (uttering "pagle") to influence us to buy something online. The answer to it depends on perception of people & how they perceive it.
My question to the makers who are behind those ads, while we have seen a lot of them featuring superstars in they being "what they are" elsewhere, why weren't the ads different or not have a different idea ,why didn't they create characters as Vodafone did with very famous Zoo-Zoo ads or Flipkart did with "No Kidding. No Worries" ads (https://www.youtube.com/watch?v=rLnJJ0CNBok).
May be the offers which Snapdeal have been offering this season might be tempting to buy but certainly in my view their ads seem to be "been-there-seen-there" kind or is it just me who feels so.
I expect them to be "very Creative" because these are the people with big ideas & dreams, who turned their every small,wild dream into reality.
I hope that the best happens to all those giants in the E-commerce Industry to set and achieve higher targets and provide a lot of employment and as it's said that "Its the natives who matter, and not the river" (pun intended).
With less advertised flipkart big billion day when compared to others came to a complete surprise to all Indians. This is the first time something like this happened. A sale to such an extent. This day of flipkart left some happy and some sad but everyone knew what can be expected from such e- Commerce website. Flipkart showed a trailer which was a big hit. Snap n Amazon just pushed it by their advertisements and swayed away better deal. People now know Dada ho ya dadi, fastest fingers first hona Hai zaroor.
ReplyDeleteIndeed...my focus was on Snapdeal ads, I had consider all the facts as it supported the cause & gave strong evidence that clearly they missed out in their Brand-Building image & had to state out all facts of Flipkart.
DeleteArticle well written, would love to read more, I personally feel snapdeal should be kicked out of this market all together, their interface sucks they never deliver on time, they will lose in the long run.
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