This had to happen one day. And, well this has happened, sooner than expected. Retail sector like its FMCG counterpart, has begun witnessing media wars, albeit on a smaller scale.
We have earlier reported about the 3 day “Maha Savings” offer in which all 43 Big Bazaar format of hypermarket stores, owned by Pantaloon Retail, across the country, in an annual exercise, have offered extra discounts to its customers, particularly on aparrel and home appliances, between 26th and 28th January, 2007.
While, Big Bazaar’s offer is widely advertised and a lot of ‘word of mouth’ publicity has also been associated with the event, Subhiksha, the Chennai-based, discount retail chain, with over 500 convenience format stores in different parts of the country, has counterd this Big Bazaar offer in a directly hitting ad-campaign with a tagline “3 days of savings on something versus 365 days of savings on everything.”
The emphasis here is clearly on 3 days versus 365 days and something versus every thing. It may be recalled that Subhiksha besides offering 10% discount on all the FMCG products, including Medicines, also offers a widely publicised ‘every day low price’ scheme. The campaign apart from being published in the print media is currently being beamed across TV channels including the matches during the ongoing one day cricket series between India and West Indies.
This appears to be just the beginning of what could be the most exciting retail media wars between the warring retailing rivals.