Flipkart and its group companies — Myntra and PhonePe — have significantly increased their television advertisements since August when they got acquired by US retail giant Walmart. It is important to note that during this period Flipkart and Myntra were also promoting their sale events.
Last time Flipkart launched a branding campaign it was with a tagline ‘Ab Har Wish Hogi Poori’ when it spent huge marketing dollars to create brand awareness. Since then, they have focused on trimming marketing and branding expenses to maintain a lean P&L statement and have been spending less than Amazon.
The battle of eCommerce is a battle not about balance sheet but about market share and post-acquisition when they are flush with funds; they have the right to protect market share,” said Saurabh Varma, CEO, Public is Communications India.
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