On about 100 billboards across 20 cities, Snapdeal has taken a marketing jab at rival Flipkart in the run-up to an upcoming sale.
Snapdeal launched a campaign with the catchline ‘Achha kiya bata diya, #YahanSeKharido’ on Thursday evening, in an apparent counter to Flipkart, which has been advertising ‘Nahin Khareeda? #AchhaKiya’ on hoardings and television for almost a week. Snapdeal has cleverly positioned its hoardings next to Flipkart’s to maintain seeming continuity in the two messages Snapdeal doesn’t see the campaign as ambush advertising.
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.
Sources state this idea of ambush advertising has worked well in out-of-home (OOH) media and proves how keenly you are watched on OOH medium.
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