e-commerce
BFM signs MOU with DTDC and DCG for new eCommerce platform in India
MUMBAI: BFM, a new player in eCommerce in China, announced that it has entered into a Memorandum of Understanding (MOU) with DTDC, India’s largest express delivery network, and DCG Tech Limited, an eCommerce tech company founded by DTDC’s promoters and directors, to jointly develop an eCommerce business in India.
The core BFM management team comes from the eCommerce giant players in China and is now extending its cross border eCommerce business in China and India claims a BFM release. DTDC Express Limited, a strategic partner of DPD Group, has been operating over 25 years and covers 10,000 locations. DCG Tech Limited is an eCommerce Tech company operating in India for the last 10 years. The company provides online corporate, promotions and packaging solutions for Indian eCommerce and logistics industry.
According to the MOU with a non-compete clause, a joint venture will be formed to build an eCommerce platform. The cooperation aims to engage the experiences and resources of the companies to allow sellers mainly from India and China to introduce their products to buyers all over the world.
Through the combined effort, a new online platform (BFMe.in) targets to facilitate logistics and fulfilment with the support of DTDC’s international network. BFM will provide marketing and supplier resources in China. Together with DCG Tech, BFM will also provide the knowhow in operating the eCommerce website.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
