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Amazon India’s ‘Kya Pehnu’ campaign addresses fashion dilemma

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Amazon India’s ‘Kya Pehnu’ campaign addresses fashion dilemma

Amazon India has released its new campaign ‘Kya Pehnu’ which captures the dilemma which people face while deciding what to wear for a particular occasion.  Three new TVCs, conceptualised by Ogilvy & Mather, Bangalore have been released as part of the new campaign.

Click here to view the ad: 

Brand strategy:

Speaking about the new campaign, Manish Kalra, Director Integrated Marketing, Amazon India said, “The concept of the campaign is primarily driven by real life consumer insight ‘Kya Pehnu’. Whenever we have to attend an important occasion we need to present our best. Be it a job interview, a wedding, business dinner, a date or anything that we hold important in our lives, the question that comes first to every individual’s mind is ‘WHAT DO I WEAR?’ or Kya Pehnu? It’s the ultimate fashion dilemma!  Amazon Fashion with its wide and fashionable selection acts as a solution to this fashion dilemma faced by the customer. The brand acts as an enabler to turn a moment of dilemma into a moment of joyous celebration.”

Expert comment:

Commenting on the brand strategy, Saurabh Uboweja, Chief Brand Strategist and CEO, Brands of Desire says, “Amazon has always been very practical in their marketing approach. The advantage with the brand is that it has a pre-build equity in place. The best thing about all Amazon campaigns is that it never tries to beat around the bush; instead it tries to build one peg and address the key problem during that time.”

He cited, “A close look at their marketing strategy adopted this year will reveal that in their ‘TryTohKar’ campaign, they tried to address the issue of ‘reliability of goods’ which is faced by consumers’ today inspite of the e-comm boom. In their ‘AurDikhao’ campaign, the brand spoke about ‘variety of options’ available on their portal and in their latest campaign ‘Kya Pehnu’, the brand is trying to target the category of goods which is one of the most profitable--fashion. Through Amazon fashion, the brand will now be creating a sub-brand which will compete with Myntra in the fashion category.”

Subhadeep Dawn, Creative Supervisor, DDB Mudra said, “I quite liked the new Amazon campaign, idea and strategy wise it is great. The only thing which falls back a little is the colour treatment which could have been a little brighter, since the tone of the film itself is so playful. Their previous campaigns, ‘Trytohkar’ and ‘AurDikhao’ were built on very practical human insights which did justice. I feel through this new campaign, Amazon is trying to establish itself in the fashion category.”

Previous ad campaigns:

The brand’s previous campaign titled ‘‘Ek Bar Amazon Try Toh Kar…Ho kar Befikar’ addressed the fears and inhibitions of the consumers today while shopping online. The reason why they hesitate to indulge in any kind of online purchase is mainly because of fears like- what if the product is not original or is defective?  To cater to this set of audience, Orchard Advertising came out with their campaign ‘Trytohkar’.


In the month of April this year, the brand had taken a mass route to connect with the online shoppers.  In the ‘Aur Dikhao’ campaign, the brand highlighted that the real fun of shopping is in choosing. The campaigns became highly popular and the catchy jingle tune of ‘Aur Dikhao Aur Dikhao’ in the film also did well and the agency even pushed it to radio.


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