<div><em>The current ad ‘war’ between Snapdeal and Flipkart too revolves around creating a buzz in Twitter, with #AchhaKiya and #YahanSeKharido. Others have also jumped in, writes <strong>Manish Kumar Pathak</strong></em><br><br><br>E-retailing giant Flipkart is back with its big app shopping days. This app specific sale, is seen a concerted effort, to shift away from desktop to an app specific market. Myntra, which is now a Flipkart owned company, has already become an app only platform, and it will be very interesting to observe, if the parent company too treads that path. </div><div> </div><div>However, the build up to this day has been very interesting, with extensive advertising, hogging both print and visual mediums. The #AchhaKiya slogan created quite a buzz. There is another development that merits a vociferous mention. The billboards are replete with the twitter slogan of Flipkart. Nothing out of the ordinary so far. Matters become interesting, when the riposte posted by Snapdeal is both a jibe and also a marketing stunt to attract audiences towards its own sight.</div><div> </div><div>The hoarding is placed strategically below Flipkart's, and is a concentrated effort, to put forth continuity in the message, and lure the audience away. Although Snapdeal is offering a dead bat towards the query dished out regarding this particular stance, which is a form of ambush advertising.<br> </div><div> Ambush Advertising is new term; a technique that helps raise awareness about a brand in an inconspicuous manner. Ambush marketing appears in numerous ways, but they have one definite purpose to serve, which is to generate curiosity without having earned the rights by paying to be a sponsor. <br> </div><div>The trait that stands out when it comes down to ambush marketing is that very often this is unforeseen. Smaller companies, who are still in their infancy, and companies which do not have enough financial strength employ innovative ways to brand its own products, not by becoming official sponsors, but by resorting to novel ways that helps in their visibility. Since, they have nothing to lose in such cases, any attention they receive, the better it for the brand.</div><div> </div><div>In the contemporary scenario, when use of social network plays a massive role in determining the success of any venture, the brains behind ambush marketing will have to keep in mind this domain also. A bit of humour coupled with aggressive push towards creating a foothold will definitely attract eyeballs. </div><div> </div><div>This current ‘war’ between Snapdeal and Flipkart too revolves around creating a buzz in Twitter, with #AchhaKiya and #YahanSeKharido, designed specifically to outwit each other, and make it a trending topic.</div><div> </div><div>Apart from this, the out of home marketing strategy too forms a pivotal point in creating visibility. How strategic is the placement of hoardings, and how observable is it to people commuting outside? </div><div> </div><div>Others have joined the bandwagon!<br><br><img alt="" src="http://bw-image.s3.amazonaws.com/ambush2.jpg"></div><div> </div><div>Coupon Dunia, does not want to shy away! <br><br><img alt="" src="http://bw-image.s3.amazonaws.com/ambush3.jpg" style="width: 650px; height: 274px; margin: 1px;"></div><div> </div><div>OLX does not want to let go this opportunity too!</div><div><br><img alt="" src="http://bw-image.s3.amazonaws.com/ambush4.jpg" style="width: 650px; height: 372px; margin: 1px;"></div><div><br>And paisabazaar, certainly offers a lucrative proposal.</div><div> </div><div>Not very long ago, there was another jostle, but this time in a different sector altogether. OYO Rooms, India’s largest network of technology enabled rooms, during the launch of their app, faced a belligerent marketing stint by rivals ZO Rooms, when they put up signboards and standees.<br> </div><div>This battle has begun in India, and it will be very interesting to observe, if the audiences will be taken for one hilarious ride. Who sells will depend a lot on who will make people smirk?</div><div> </div>
