Future Group owned retail chain’s recent marketing blitz takes a pot shot at the US e-tailer.
14 May, 2021 - 08:35 AM IST | By indiantelevision.com Team
MUMBAI: Big Bazaar has crossed swords with Amazon India by taking a dig at the e-commerce giant’s flagship campaign India ki Apni Dukaan (India’s own shop). The Future Group-owned chain of hypermarkets on Thursday released full front page ads in major newspapers across cities calling itself India’s Asli Dukaan (real/ original store). The ad promises to make deliveries of grocery to customers’ doorsteps in under two hours.
Apart from the Asli Dukaan moniker, it has played on the word ‘Amazing’ by using terms such as amazing service, deals, and products at amazing prices. The harping on the word “amazing” is hard to miss! The south India editions of leading print publications had a largely English tagline with only Asli in Hindi, and dukaan changed to store .
Big Bazaar’s marketing push takes on Amazon
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Big Bazaar’s marketing push takes on Amazon
John Sarkar / TNN / May 10, 2021, 06:26 IST
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NEW DELHI: Future Group’s brick-and-mortar superstore chain Big Bazaar, which is ramping up its two-hour home delivery across India during the pandemic, is set to launch a marketing blitzkrieg that will allegedly take potshots at US etailer Amazon.While Amazon, which is locked in a fierce legal battle with the Kishore Biyaniled Future Group, has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’ (India’s own shop), Big Bazaar’s tagline will now read ‘India ki Asli Dukan’ (India’s original shop), said people familiar with the development.
Kishore Biyani s Big Bazaar set to launch marketing blitzkrieg to take on Amazon
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Synopsis
While Amazon, which is locked in a fierce legal battle with the Kishore Biyani-led Future Group, has been running an advertising campaign since 2016 with the tagline ‘India ki Apni Dukaan’ (India’s own shop), Big Bazaar’s tagline will now read ‘India ki Asli Dukan’ (India’s original shop), said people familiar with the development.
Big Bazaar’s move comes at a time, when the debt-laden Future Group is looking at ways to put its assets to better use, while its Rs 24,700-crore proposed deal with Reliance (RIL) hangs in the balance.
Over 50,000 Offline Retailers, Kirana Stores have Joined The Local Shops Programme: Amazon India
The Local Shops programme was an initiative started by the e-commerce platform last year in order to enable local shopkeepers and kirana store owners to sell online File Photo Outlook Web Bureau 2021-03-07T15:36:11+05:30 Over 50,000 Offline Retailers, Kirana Stores have Joined The Local Shops Programme: Amazon India outlookindia.com 2021-03-07T18:59:47+05:30
Across 450 cities in the country, over 50,000 offline retailers and neighbourhood kirana stores are now a part of its Local Shops programme, said e-commerce major Amazon.
The Local Shops initiate was started in April last year and it strives to enable local shopkeepers and kirana store owners to sell online. Earlier in October, the e-commerce platform also announced that the programme had seen participation from over 20,000 retailers in 400 cities across the country.