Warc, 12 May 2014
MUMBAI: Amazon, the world's largest online retailer, has reportedly set aside an advertising budget for cross-platform campaigns in India this fiscal year that will surpass India's biggest e-commerce firm, Flipkart.
According to a well-placed marketing source who spoke to the Economic Times, Amazon plans to spend Rs 100-150 crore on advertising this year.
This would take it past Flipkart's annual advertising budget of about Rs 75 crore and is about half the amount retail giant Big Bazaar is thought to be spending this year.
Coming shortly after its debut TV advertising campaign that coincides with its sponsorship of the Indian Premier League cricket tournament, Amazon has planned different strategies for different mediums, the source revealed.
"We are using television to primarily tell consumers that we have started our services in India and highlight our unique selling propositions like one-day delivery or the wide range of products that we have," the source said.
Amazon is said to be planning to advertise special weekend discounts and other promotional offers in the print medium at the same time as using online ads to increase visits to its website.
In addition, an outdoor campaign involves the placement of "gigantic" Amazon delivery boxes in key locations across many cities.
The Amazon source said the company only started its operations in India about a year ago and is now in a position to start focusing on building its brand.
Data sourced from Economic Times; additional content by Warc staff