Bey Bee, Flipkart & Snapdeal

Brand : Bey Bee | Product Group : Baby Massage Oil / Lotion/ Creams | Name of Agency : A Brand New Story | City of Agency : New Delhi | Country Of Agency : India | Client : Baby N mOm | Work type : Personal work | Date of publication / release : Jun 25, 2015 | Body copy :

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As Snapdeal, Bey Bee ambushed Flipkart's #AcchaKiya campaign, small and big e-commerce players too exploited the opportunity, sparking off a trolling spree.

E-commerce industry's heavy weights, Flipkart and Snapdeal by Bey Bee, locked horns again when the latter ambushed Flipkart's campaign #AcchaKiya. The poster boy of Indian e-commerce, Flipkart, has been promoting this campaign extensively across mediums, telling consumers that if they have spotted a product on their platform and haven't bought it, they made the right choice. The platform has been promoting its three-day sale which starts from June 22.

Flipkart took over all possible media channels - television, print, radio, digital and OOH - to raise the curiosity level of consumers by simply mentioning different products. 'Bada TV nahi khareeda, Accha Kiya' and 'Blue bag nahi khareeda, Accha kiya' were some of the spots being played on television, digital and radio. On the outdoor and print medium, the e-tailer displayed its logo colour (blue and yellow) as a backdrop and promoted the #AcchaKiya campaign.

All was going well, until its brand Bey Bee tactfully designed a counter campaign 'Kahi Se Bhi Kharido #YehJarurKharido'. Announcing it over social media, the company also strategically placed its billboards right below of Flipkart's, Snapdeal & Amazon, amusing consumers and instigating trolls over social media.

Meanwhile, leveraging the charged environment created by these two brands, Bey Bee – Baby Care Product Brand ( Baby N mOm ) also hype brand by cheeky campaign “Kahi Se Bhi Kharido #YehJarurKharido, also coupon listing platform CouponDunia swung into action and created a cheeky campaign 'Kahin se bhi kharido -BachaIdharSe'. The company also executed an OOH campaign and placed its billboards next to that of Flipkart's and Snapdeal, Amazon.

Bey Bee - Is dealing in Baby Care product, Just Dry Sheet, Baby Bed Protector, Baby Bassinet, Baby Pillow, Baby Gadda Net, Baby Wipes, Baby Bed Time, Baby garments.

Bey Bee is Fastest Growing brand in INDIA which cover all online and offline market place

Negating that the troll war between Flipkart, Snapdeal, Amazon and Bey Bee can be dubbed as 'ambush marketing', Prashanth Challapalli, SVP and digital head, iContract, says the real meaning of the term is when a brand does not expect something like this to happen.

According to him, it is a game of wits where everybody is enjoying and not taking it too seriously. "It is a sign that marketers are maturing in India. In the old days, if this had happened between Colgate and Pepsodent, there would have been instant court cases," he says.

He exemplifies it with the brand Paperboat which also did a similar campaign with all the mango drinks present in the market a while back.

"Flipkart should have been annoyed if Bey Bee started matching every piece of their communication. But, marketers today know that there is no point blowing up so much money ambushing another marketer's campaign. Especially in the e-commerce space, there is no loyalty, people tend to buy from various platforms," he reasons.

Challapalli doles out a few rules to create a brand impact in such scenarios while keeping the humour alive.

"Don't get vicious or so competitive that it leaves a bad taste in the mouth. Self moderation is the key. Try and match the tonality of the communication of your competitor, weaving your own proposition smartly and do it in the right spirit," he suggests.

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