Future Group is targeting e-commerce rivals Flipkart, Snapdeal, Amazon heads on and is not mincing any words

Brick-and-mortar retailer Future Group has decided to up its ante against its e-commerce rivals Flipkart, Snapdeal and Amazon and will be doing it in the open.

Future Group CEO Kishore Biyani is targeting the three ecommerce players in a series of ads using words-Flip the Cart, Snap the Deal and Amaz-Off.

The competitive advertising against the three is apparently the first offensive by any brick-and-mortar.

Not only ads, people working at the stores of Future Group will also be seen wearing T-shirts with messages like 'My deal got snapped' and 'My cart got flipped'.

"We just want to prove the point that both our merchandise assortment and pricing are better compared to online companies. We need to make consumers aware of this fact. Brand Factory's gross merchandise value (GMV) in the year to March 2016 was Rs 3,500 crore. Future is India's biggest listed retailer,” Biyani told ET.

Advertising experts say the intent should be crucial and not shallow or a mockery.

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