The festive face-off: Amazon India Vs Flipkart

Comparative Analysis by our Motley Crew Member, Niharika Goel .

September 27th marked the start of the most anticipated event in the world of online shopping: Amazon India’s Great Indian Festival and Flipkart’s Big Billion Days. But here’s the thing - while both promise mega deals and shopping galore, they couldn’t be more different in their approach. One’s gone all out with the diya-lit traditional route, while the other seems to have skipped the festive memo entirely. So, what's the deal?

Amazon India: Lights, Camera, Festival!

Let’s talk about Amazon first. Their #TaiyaariKaTyohaar (Festival of Preparations) campaign is an ode to everything we love about the festive season. The ads scream “Diwali’s almost here!” with every click of the play button. Families, celebrations, and, of course, a jingle that’ll stick in your head longer than the leftover Diwali sweets in your fridge. Amazon has boxes and cartons rolling into homes like presents that arrive before the celebrations, setting the mood for what’s to come.

They’ve even doubled down on regional flavors, releasing their ads in Hindi and Tamil to get the message across that this festival isn’t just any sale. It’s the build-up, the preparation for the real celebration. But here’s where it gets interesting: once the ‘prepping’ phase is over, what’s next? What happens when the festival day actually arrives? Will Amazon switch gears or keep the same narrative rolling? That’s the big question. And we’ll all be waiting to see how they take this traditional narrative forward as the real Diwali buzz kicks in.

Flipkart: Cool, Casual, and Oh-So-Modern

Now onto Flipkart. Their Big Billion Days campaign has got stars, and we mean big stars. Amitabh Bachchan, Alia Bhatt, and Allu Arjun are front and center, but here’s what stands out: they’ve ditched the festive look entirely. Bachchan in athleisure? Alia in power suits? It’s a Diwali sale, but it doesn’t feel like one. Flipkart’s tagline, ‘Naam hi kaafi hai’ (The name itself is enough), pretty much sums up their attitude - they’re betting on the brand power of Big Billion Days alone to bring in shoppers. No need for fireworks or family gatherings here, thank you very much.

While Amazon’s ads are soaked in tradition, Flipkart’s are making a statement of their own. There’s no mention of festivals, tyohaar, or family gatherings. No diyas or lights in sight. It’s almost as if they’re deliberately avoiding these terms. Instead, they’re focused on quirky, offbeat ads with a sleek, modern edge - think After Dark sales aimed at Gen Z and ads that treat shopping as a smart investment strategy - ‘The Math of Big Billion Days’. It’s all very cool and calculated, but is it missing the magic that comes with the festive season?

Traditional Vibes vs. Modern Mojo

There’s something ironic here. Amazon, a global giant with American roots, has embraced the warmth of Indian tradition like a pro, while Flipkart, with its local origins (now owned by Walmart, of course), is throwing tradition out the window. Instead, they’re leaning into a contemporary, almost year-round sale vibe. It’s as if they’re trying to create a campaign that could work just as well in March as it does in October. And maybe that’s the point.

Flipkart’s campaign feels less like a Diwali celebration and more like a lifestyle sale where athleisure replaces sarees, and power suits replace kurtas. Bachchan in track pants is certainly an eye-catcher, but does it get you in the festive spirit? Not exactly. Meanwhile, Amazon’s traditional, colourful, family-centric ads make you want to start decorating the house and invite the neighbours over.

Who’s Got the Winning Strategy?

So, what’s really going on here? Is Flipkart playing it cool to appeal to a younger, edgier audience who aren’t necessarily attached to the idea of a traditional Diwali? Or are they simply trying to create ads that are versatile enough to run throughout the year? And how will Amazon adapt its message when the preparation phase of the festival ends, and the actual celebration begins?

As these campaigns evolve over the next month, Motley will be watching closely. Will Flipkart eventually drop the festive confetti? Will Amazon switch gears from prep to party mode? One thing’s for sure: whether you’re into athleisure or traditional attire, this festive season’s ad battle is shaping up to be one for the books.

The real question? Which vibe will resonate more with India’s shoppers: the timeless charm of tradition or the cool, collected modernity of Flipkart’s festive-free approach? We’ll find out soon enough.