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Storyboard: Ecomm giants’ festive ad battle plans revealed

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Online retailers are sparing no effort to woo consumers during their flagship festive season sales that have kickstarted in the first week of October. With continued vaccination drive, delayed third wave boosting consumer confidence and an overall shift towards online buying, e-commerce platforms are set to gain big this festive season.

According to media buyers estimates, these platforms are sparing no expense either, as they collectively are expected to spend upwards of Rs 250 crore across television, print, digital and social media platforms to highlight discounts and deals on offer.

“There is definitely a 20-25 percent jump in advertising spends over 2020,” says Dinesh Rathod, chief executive of media agency Madison Media Omega. “All e-commerce have launched campaigns and promotions almost a week prior to their respective sales. It reflects the positive consumer sentiment and mood.”

Companies boost marketing arsenal

Amazon India, for instance, announced this year’s Amazon Great…

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