Market research shows that e-tailing in India is growing faster than any other Asia Pacific market, which sets the stage for Citi's new campaign in the market: promoting web-based transactions and online shopping to consumers.
Citibank India will host its first ever 24-hour deep discount online promotion — billed as the OMG! Sale, short for Online Mega Sale — on Wednesday (Dec. 5), offering cardholders deals across categories from 17 e-tailers including indiatimes.com, ebay.in, snapdeal.com, indiaplaza.com, zoomin.com, yebhi.com, zovi.com, excluzen.com, highstreetlabels.com, goibibo.com, babyoye.com, firstcry.com, hoopos.com, indiangiftsportal.com, goodlife.com, pepperfry.com and myntra.com.
The single-day online sale event offers discounts averaging around 30% and extending up to 60% on certain products and services.
“Volume growth on our payment gateway is strong, demonstrating the proliferation of online consumer commerce in India,” commented Muge Yuzuak, MD & Head of Payments, Citibank India. “Market research also indicates e-tailing in India is growing faster than any other Asia Pacific market with consumers becoming more discerning and demanding better deals. Encouraged by these early growth patterns, we believe market-first initiatives such as the ‘OMG! Sale’ will help promote e-tailing in India.”
In a second initiative in India, Citibank has been testing ‘skyvertising’ to promote its 'Dil V/s Bill' no-extra-cost EMI campaign during the holiday season. Two giant helium clouds were released into the sky at malls in Delhi and Mumbai asking for tweets from customers during the recent Diwali holiday.
The clouds depicted the rupee, shopping bags, the Citi logo and ‘EMI’ attracting mall goers to tweet with the hashtag #dilvsbill, for more clouds, and heart-shaped clouds proved the most requested, lingering in the air for several hours. The campaign trended on Twitter India for over 53 hours, while the Dil V/s Bill campaign on Citibank India’s Facebook page reached more than 4.1 million users.
“Citibank offered EMIs at no extra cost at over 500 merchant outlets, allowing our customers to make big-ticket purchases during the festive season. We adopted new-age mediums like clouds, tweets and Facebook to create excitement amongst the upwardly mobile and socially networked consumers,” said Sanjeev Kapur, Chief Marketing Officer of Citibank India.
Citi has been in India for 110 years and its presence spans 42 branches, 30 cities and over 700 ATMs making it among the single largest foreign direct investors in the financial services industry there. One of the world’s oldest cultures partnering with one of the world’s largest financial institutions to trumpet its brand offerings in the clouds where the sky’s the limit — OMG! indeed.