Brands are dishing out special offers on I-Day, but are consumers buying?

Amazon and Flipkart have announced 'freedom' sales while Reliance has a 'Digital India' sale

Ask any marketing expert and they will tell you that brands must use every opportunity to pitch their wares to the consumer, but never at the cost of compromising the core value of the brand/product. In their eagerness to be a part of the country’s Independence Day celebrations, however, brands are increasingly eschewing the latter in their pursuit of the former, say experts. 

Consider for instance the flood of messages  about freedom sales. From real estate companies to e-commerce players, all are wearing the tricolour on their social media posts that talk about slashed prices for apparel to properties going