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Amazon India's new ad with Konkona Sen Sharma takes forward 'AdjustNoMore' proposition

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Amazon India's new ad with Konkona Sen Sharma takes forward 'AdjustNoMore' proposition

Amazon India takes forward the brand proposition of ‘AdjustNoMore’ to their latest campaign featuring Bollywood actress Konkona Sen Sharma and Zarina Wahab. Latching on to the festive mood, the brand highlights the emotional relationship between a daughter and a mother and how the latter, makes her girl realise that sometimes it is important to fulfil one’s own wishes as well, along with others. Conceptualised by Orchard Advertising, the latest creative also talks about the upcoming wedding season. The current spot is expected to run for another month which will then get followed with another relationship story.


Amazon’s last campaign from the AdjustNoMore series which ran during Diwali, delved into the relationship between a father and his daughter. The ad spot stood out from the other major e-commerce players because it didn’t talk about the ongoing sale offers, but more on encouraging people into realising that it’s ok for them to also reward themselves with their own choice of gifts.

Creative strategy:

Talking about the thought behind the campaign, Sachin Das Burma, Group Executive Creative Director, Leo Burnett India said, “We wanted people to reward themselves for their hard work. The idea was to plant the ‘It’s ok to reward yourself’ thought in consumers’ minds, which, creatively, was an exciting challenge. While our story was about hardworking us and rewarding ourselves, we also ran the risk of being seen as tending towards selfishness at the same time. Even if we desire something for ourselves, we always want that small nudge or permission from our loved ones to actually go ahead and indulge. But if someone else were to force us or nudge us to do the same things for ourselves, we don’t feel guilty.”

 “In the case of our new spot, this nudge comes from Konkona Sen Sharma’s mother. What we have managed to do in our stories is balance emotions. This is the second of the three stories in this thought. The first story explored a father-daughter relationship, where the daughter understands the sacrifices her hardworking father has made, and forces him to buy something for himself. In fact, we have borrowed from life experiences in all our stories, and have attempted to capture human relationships. The conversations and feelings are real and would have happened to most of us, making them very relatable,” he cited.

Marketing mediums:

Other than the TVC, the agency informed that it is also supported by a radio campaign, outdoor and print mediums. They are also further working on an on-ground activation idea, which is looking at rewarding lot of people who work really hard and make sacrifices for their loved ones.

Brand strategy:

Talking about the brand strategy, Ravi Arun Desai, Director, Mass and Brand Marketing, AmazonIndia said, “Everyone loves to celebrate festivals by giving gifts to their loved ones. Putting a smile on the face of someone you love always brings happiness.  This festive season however, through the #AdjustNoMore campaign, we  want to encourage our customers into realising that its ok for them to also reward themselves with their own choice of gifts, for all their hard work they put in and not settle for anything less. Our campaign beautifully showcases everyday situations and the Indian consumer’s reactions to them”

Experts speak:

Commenting on the recent ad film, Anshul Sushil, CEO & co-founder, Boring Brands, cites “I feel the stellar cast of this commercial has been underplayed, but the story is very relatable. Like any typical middle class family, we have this habit of adjusting or buying things for everyone in the family first and often it ends up in compromising on what we need. The brand has infact moved one step ahead where they have smartly leveraged the festive mood by capturing the essence of the marriage season which will soon start in India. Overall it is a nice campaign, but wish a powerful star like Konkana was used more effectively.”

On the other hand, Arnab Mitra, Managing Director, Liqvd Asia Worldwide, added, “Well while this must be a fresh approach for an e-commerce player however this is the most prevailing emotion that almost all Indian advertisers tried to capture. Unfortunately as consumers we don't bucket communications basis the line of business of the advertiser; if we like a new sentiment or a fresh angle then we remember the brand that introduced us to the same. Hence, though it must be a unique one in the category but it's still what the country has seen multiple times this year.”

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