The Hindu Business Line : And now, retail media wars

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New Delhi Jan. 28 After the cola wars, its time for organised retail segment players to slug it out in the media space — be it television or print.

Discount chain Subhiksha has now countered Big Bazaar's three-day maha saving offer media campaign with a tongue-in-cheek, "cheaper than Bazaar prices. 365 days a year."

Subhiksha, the Chennai-based retail chain, claims to offer goods at the lowest prices.

Price Wars

While its print ad reads, "Not just 3 days, save on all 365 days of the year! Only at Subhiksha," the television commercial woos consumers with a tagline, "3 days of savings on something versus 365 days of savings on everything."

Big Bazaar had, beginning January 26, kicked off its annual three-day sale across all its stores, expecting to attract nearly a million consumers.

Speaking to Business Line, Mr R. Subramanian, Managing Director, Subhiksha, said: "We operate on a `every day low price' theory. Why just three days, we offer discounts every day."

Commenting on the impact of Big Bazaar's campaign on his stores, he added: "The offer is irrelevant to the food category, where we supposedly compete with them. The offer is value for money mostly in the apparels and consumer durable categories."

Advertising Campaign

While Subhiksha's print ads appeared in some of the major dailies, the TV ad is making its presence felt across major news channels and also in between the India-West Indies cricket match.

Meanwhile, a senior executive in Big Bazaar said: "We refuse to comment on the matter. What they are doing is their issue. We are already achieving what we desired. It does not affect us." The hypermarket chain of the Future Group recorded sales of Rs 45 crore pan-India from the first day of the three-day sale and expects to garner around Rs 100 crore by the end of it.

Subhiksha, on the other hand, claims that the ad will reaffirm consumers' belief in the chain. Mr Subramanian said, "We have unleashed this advertising campaign in an attempt to re-strengthen people's belief in the fact that Subhiksha is the place to be to get value for money deals." Where consumers are concerned, they never had it so good with retail companies attempting to outdo each other to notch up sales.

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And now, retail media wars