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Tag: Tier-2 cities

  • Blinkit goes big or goes home, paints Karnataka towns red with OOH campaign

    Blinkit goes big or goes home, paints Karnataka towns red with OOH campaign

    MUMBAI: Have you ever walked down your street and thought, “If only instant delivery services knew I existed!”? Well, Blinkit just heard your existential crisis loud and clear. Known for its rocket-speed expansion, Blinkit now takes over not just your screens but your streets, launching a splashy, eye-catching OOH (out-of-home) campaign across six cities in Karnataka—Tumakuru, Shivamogga, Hubli, Gulbarga, Bidar, and Bellary. Talk about making a statement; these guys aren’t blinking anytime soon.

    Executed by The Local Talk—a new-age advertising guru—this ambitious campaign ensures Blinkit is impossible to miss. Strategic placements in prime locations mean the brand is quite literally in your face, no matter where you turn. Subtlety? Never heard of her.

    The Local Talk director Anil Soni clearly gets the memo, “OOH advertising plays a crucial role in helping brands like Blinkit establish a strong presence in tier-2 and tier-3 cities. Our team is dedicated to delivering high-impact campaigns that drive both awareness and engagement.” Translation? Expect Blinkit billboards to be your new local landmarks.

    Why such a bold move? Blinkit is committed to conquering markets beyond the metros. Smaller cities are getting their moment in the spotlight (and a whole lot of billboards) as the company aims to democratise instant delivery. After all, who said fast service should be a big-city privilege?

    So the next time you’re wandering about town, don’t be surprised if Blinkit’s OOH campaign stares back at you—bold, bright, and as unavoidable as your next online shopping spree.

  • E-commerce in India sees uptick of 77% between 2020 and 2021: Report

    E-commerce in India sees uptick of 77% between 2020 and 2021: Report

    Mumbai: E-commerce in India has witnessed an uptick of 77 per cent between 2020 and 2021 with tier-2, tier-3 cities leading maximum transactions according to a report by conversation media platform Bobble AI.

    While the tier-1 cities dominate the fashion festival figures, transactions in tier-2 cities like Jaipur, Guwahati, Lucknow, Kochi, Mysore, and Bhubaneswar are at an all-time high – up 82 per cent over the previous year, found the report based on over 50 million smartphone users’ (in 640+ Indian cities) data.

    The findings also show that majority of consumers are between the ages of 26 and 35 accounting for 37 per cent, and between the ages of 18 and 25, accounting for 26 per cent with 72 per cent males and 28 per cent females.

    Beauty and fashion lead e-ecom in India

    Beauty e-commerce apps usage grew by 64 per cent, whereas fashion e-commerce grew by 368 per cent over the past year. The festive period has only led the two e-commerce domains to skyrocket, with at least two transactions completed by shopaholics during the fashion festivals.

    Competition heating up with new players

    As per the report, India’s fashion e-commerce industry has transformed from ‘Monopoly’ to ‘Ludo.’ Fashion giant Myntra faced tough competition from its competitive counterparts, Meesho, Ajio, and TataCliq. While almost 46 per cent of all transactions belonged to Myntra during the 2020 festive period, Ajio bagged around 69 per cent of all transactions in 2021. The share of Myntra’s active users, also using Meesho, Ajio, and TataCliq has also increased significantly, indicating how users are exploring multiple options this year.

    The battle of the e-commerce legends, Amazon, and Flipkart is also worth noting, with Flipkart’s active user base rising 83 per cent in 2021 online shopping festival compared to Amazon’s 72 per cent. Despite the fact that Flipkart is dominating in terms of engagement metrics like search frequency and active sessions, Amazon is winning in terms of transactions, significantly less average session times.

    Apart from fashion e-commerce, interesting insights have also emerged from the beauty e-commerce segment.

    Leading players Nykaa and Purplle locked horns this festive season – and Purplle took a piece from Nykaa’s pie. In light of Nykaa’s IPO, let’s look at their market share against Purplle, Nykaa’s pure-play fashion e-commerce competitor. Purplle had a 70 per cent growth in active users in the 2021 shopping festival, compared to a 50 per cent increase for Nykaa. With 15 per cent common user base in 2020, Purplle is now standing at 17 per cent in 2021, as per the report.

    Hypergrowth on the horizon

    The festive season trends point towards healthy and fast-evolving competition in the e-commerce market, which bodes well for customers who are looking for high-quality products at affordable prices.

    With the festive season coming to a close, it is exciting to anticipate how the competition will pan out in 2022. With India’s e-commerce market set to reach $120 billion by 2025, the future seems promising. Hypergrowth is definitely on the horizon for the segment, and according to Bobble AI’s findings, brands are poised to capture growth opportunities.