Starting last year, however, e-commerce firms, flush with fresh funds, shifted the action to Diwali, when shoppers typically spend freely on phones, clothes, shoes and other products. GOSF site engaged users through games and showing offers and eventually it redirected users to the dedicated landing pages of ecommerce sites to do the transactions. GOSF was launched in and until last year, it was the single-most important sale event in e-commerce, helping online retailers pull in record sales and acquire new customers. The objective of GOSF was to create awareness among consumers and build an ecosystem for merchants to attract new customers, said Nitin Bawankule, industry director, e-commerce, local and classified, at Google India. The festival had gained popularity as it bought key players under one roof and offered discounts and deals across partner retailers as a medium to attract new users. According to critics, the first GOSF left some consumers a little disappointed as the discounts were marginal or nonexistent.