Since it started, Big Boss has taken the country by storm, especially the masses. Based on the original Dutch format Big Brother, conceived and created by Netherlands-based TV production house Endemol, the latest season of the Indian version started last week. Snapdeal is on board as the main sponsor this season.
If reports are true, Snapdeal has recorded highest sales ever since Big Boss started. A show as popular as Big Boss is a very attractive platform for advertisers and brands to reach out to the millions of potential customers during prime time.
Estimated at Rs 35 crore, Snapdeal was signed on as the sponsor amidst heavy competition from other ecommerce players. “Every day since Bigg Boss has been our highest ever day in terms of traffic and orders,” chief executive Kunal Bahl said in an interview. “All e-commerce companies want to penetrate the tier-II market and Bigg Boss is a great medium for that,” Bahl said during the Global Mobile Internet Conference, which took place in India for the first time on Friday.
Snapdeal is planning to do more using the platform than just branding. The deal has an exclusivity clause, according to which other internet or ecommerce related companies cannot be featured or be a part of the show. Apart from branding, Snapdeal will have more integration with the show; the house inmates would be shown shopping from Snapdeal for example.
Online marketplaces and online retailers are all set to take advantage of the festive sales this season. Preparations are on in full swing, with most of the sales having already started or starting soon.
With peak celebrations and shopping in October, Big Boss will also be at its peak in October which will add to sales for online retailers and hence the online marketplaces. This Diwali, we are much better prepared, there is much more awareness in the market about us, and even Bigg Boss will hit its peak during October. So we will see an even higher jump in orders this festive season than the 60-70% increase that we had last time,” Bahl said
In the meanwhile, arch rival Flipkart is calling October 6th the Big Billion Day when its Diwali online sale starts, says chief executive, Sachin Bansal, “On 6 October, India will see its biggest ever sale. We’ve been preparing it for months and we will give never seen before offers.”
After dwindling with her family business, into travel and hospitality, for more than 3 years, Pooja Vishant found her true love in writing. Happy-go-lucky and cheerful, she loves pink; so pink is the way to go if you want to get into her good books. The Associate Editor keeps track of even a leaf that has moved in the ecommerce world!
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