Online retailers are sparing no effort—and expense—to woo consumers during their flagship festive season sales set to start this week.Amazon and Flipkart, the biggest online retailers in the country, are expected to collectively spend an estimated more than ₹200 crore on advertising and performance-based marketing campaigns to promote these sales, according to media buyer estimates.Dinesh Rathod, chief executive at media agency Madison Media Omega, said Amazon and Flipkart tend to have a simple messaging centered around creating high interest and hunger to grab the best deals. “Therefore, both these platforms tend to do a high media burst across platforms to maximize reach and create curiosity as well as interest,” he said.Shekhar Banerjee, chief client officer and head (west) at media agency Wavemaker India, said consumers have been deferring their non-essential buys and the only burst of sales will be during the festive season. “So, the e-commerce category is likely to have a very strong tailwind and likely to get better returns on their advertising spends vs last year and this can be done by spending lesser. The festival season also triggers gifting and attracting new buyers on to the platform which makes it essential for the platforms to back television, while their performance campaigns continues to run in full steam,” added Banerjee.The Flipkart Big Billion Days sale will kickstart on Friday, a day before Amazon’s The Great Indian Festival Sale goes live.Amazon India has been running ‘Khushiyon Ka Darwaza’ campaign, which symbolizes the joy the company’s sales programme brings in the lives of this entire ecosystem of customers, sellers, delivery associates, brand partners and more. The platform has invested in influencer marketing to talk about deals and discounts besides leveraging television, print, radio, outdoor and digital.Manish Tiwary, vice-president, Amazon India, said this year, its focus remains on providing reliability to customers, ensuring safety of employees and helping sellers as they get back on their feet.“These include more than 650,000 sellers and SMBs including artisans, women entrepreneurs, emerging Indian brands and local store owners from programmes like Karigar, Saheli, Launchpad and Local Shops. We also want to help customers find everything they need and get them delivered safely,” he added.Meanwhile, Flipkart is continuing its strategy to involve Bollywood and sports celebrities in its Big Billion Days campaign. It comprises a series of TVCs showcasing celebrities in “double avatars”. Virat Kohli, Ranbir Kapoor, Alia Bhat, Amitabh Bachchan and Mahesh Babu are seen promoting offers.“Over the years, the marketing campaign for the Big Billion Days (BBD) has built a legend of its own. This year, we have brought celebrities and influencers, in a unique double role, to share endearing human stories about BBD that are sure to connect with audiences,” said Vikas Gupta, head of customer, marketing and digital businesses at Flipkart.