Mumbai, September 28: With the entry of the Swedish furniture giant IKEA, the Indian furniture market has turned extremely interesting and competitive. Last month, IKEA opened its first store in Hyderabad, and ever since then, there is huge noise. Godrej Interio on this occasion has come up with an interesting ambush marketing strategy to target their audience and create noise. IKEA Offers Low-Priced Household Products At Hyderabad Store in India: 5 Cheapest Products You Can Buy at Rs 99.
In a series of social media ads, the brand takes a dig at IKEA. Highlighting the various features like free installation, warranty, free delivery service, Godrej Interio does come across witty in their creatives.
Take a look at Godrej Interio's creatives below:
We offer you easy EMIs and finance options. It’s just one of the ways #GodrejInterio has grown to become India’s largest and most-loved furniture brand. We know what India needs. Visit our store https://t.co/wqgHUD84cK #GodrejFurniture pic.twitter.com/fNg0UkIUUx
— Godrej Interio India (@GodrejInterio4U) September 24, 2018
We offer a proper warranty on everything you buy. It’s just one of the ways #GodrejInterio has grown to become India’s largest and most-loved furniture brand. We know what India needs. Find our nearest store https://t.co/FpmRH0ATnE #FurnitureWarranty #GodrejFurniture pic.twitter.com/yLy7w1DOp4
— Godrej Interio India (@GodrejInterio4U) September 23, 2018
We offer free installation for any product. It’s just one of the ways #GodrejInterio has grown to become India’s largest and most-loved furniture brand. We know what India needs. Visit our store https://t.co/v5XtG1x63l #FreeInstallation #GodrejFurniture #HomeFurniture pic.twitter.com/UNc3jo5taY
— Godrej Interio India (@GodrejInterio4U) September 22, 2018
In order to leverage all the noise, a community app which is just like WhatsApp, but for organisations named Connect Plus shared their take on Godrej's guerilla marketing tactics.
Take a look at these ads-
Here's our take on the recent Godrej 'Ad' on IKEA. #GodrejInterio #IKEA #Godrej #Marketing #Advertising #guerrillamarketing #branding #ambushmarketing @IKEAIndia @ikeaindiastore @ConnectPlusME pic.twitter.com/ePqKjdLMaG
— Dhanyal Radha Gopi (@DhanyalGopi) September 26, 2018
Some of the popular examples of ambush marketing in India are-Hindustan Unilever and Procter & Gamble, Jet vs the now defunct Kingfisher in aviation, Coke vs Pepsi, Rin vs Tide in detergents, and the major e-commerce players. IKEA before entering the Indian market, already spread the news that more than 1,000 products will be less than Rs 200 a piece. This created a huge buzz and stampede like situation on the first day of the store launch also happened.
We will be eagerly waiting to see if IKEA devises any marketing plan in response to Godrej Interior's social media creatives. This will surely turn the tables and make the marketing game more interesting.