E-commerce Companies to spend Rs 200 crore for month-long ad campaigns for Diwali

The shopping season from September-end to Diwali in late October is the top sales period in India, accounting for about 40% of the total for most brands. And according to multiple media planners, e-commerce companies Snapdeal, Flipkart and Amazon, are expected to spend up to Rs 200 crore this season, reports the Economic Times.

In a bid to differentiate themselves from their competitors, Snapdeal has 50 advertisement films, which will be aired across 85 national and regional channels until Diwali. The company got on board 28 celebrities, primarily television stars like Mandira Bedi and cricket commentator Harsha Bhogle.


Snapdeal has blocked up to 2,000 ad spots a day across these television channels. According to the report, the company spent over Rs 20 crore to become the presenting partner of reality show Bigg Boss.

"The month leading up to Diwali is going to be the biggest month in terms of sales and we want a bulk of it to happen on Snapdeal. We wanted to break the clutter that surrounds festive ads," said Sandeep Komaravelly, Senior VP of Marketing at Snapdeal.

Even with the television ad inventory rates being about 15% higher during the festive season, most of the action will take place on television and print. The intent is to get more people to shop online.

Flipkart's first festive campaign, the Big Billion Day, is focused on its single-biggest sale day. The Big Billion Day, as the sale is called, will be unveiled on October 6 at 6.10 am. It will be a concentrated one-week festive campaign, however, the festive ads will continue beyond October 6. According to the Economic Times report, the company has blocked over 1,000 ad spots a day on television for October.

Even Amazon India, in addition to its on-going Online Shopping Dhamaka, has announced the launch of ‘Mission to Mars’ weekend for customers from 4th-6th October 2014.

“We have witnessed a fabulous response in the first week of our Online Shopping Dhamaka. We wish to make Week 2 much more exciting by offering customers great deals and savings every day during the festival shopping peak. There has been a 250% increase in the number of customers who have taken advantage of the deals on the Amazon.in in the last one week.” says Amit Agarwal, Country Manager & VP, Amazon India.

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