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Amazon India responds to accusations over copying Royzez’s ‘Shop Befikar’ slogan

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Amazon India responds to accusations over copying Royzez’s ‘Shop Befikar’ slogan

Following the accusations by Twitteratis on Tuesday that the Amazon’s new slogan ‘‘Ek Bar Amazon Try to Kar…Ho Kar Befikar’ is copied from Royzez’s brand slogan ‘Hoke Befikar’, Amazon has now responded to it.


In a statement to exchange4media, an Amazon spokesperson said, “We have tried to reassure our customers of a trustworthy and reliable shopping experience with by using the much widely understood, and generic term of "Hoke Befikar". This popularly used term connotes “peace of mind”. It may well be coincidental that another organization has used it too. Shopping online is a relatively new phenomenon for a majority of Indians. And as part of our plans to design relevant campaigns for potential customers across the country, one of the key insights that emerged from customer research was uncertainty on the online shopping experience.”

Social media went buzzing with negative comments whereby people expressed their shock and displeasure that Amazon and their agency, Orchard Advertising (Leo Burnett) has ‘blatantly’ copied their new slogan from Royzez. Royzez had launched their two new TVCs, focusing on ‘Shop Befikar’ highlighting the carefree shopping experience which the brand offers to its consumers. It has been created by Bad Studio Productions and conceptualised by the brand itself.

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