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Amazon's 'Apni Dukaan' campaign once again captures the dilemma of online shoppers

Amazon's 'Apni Dukaan' campaign once again captures the dilemma of online shoppers

Author | Sarmistha Neogy | Thursday, Feb 18,2016 6:40 AM

Amazon's 'Apni Dukaan' campaign once again captures the dilemma of online shoppers

Amazon has once again captured the dilemma of consumers who hesitate to do any kind of online purchase through their new brand campaign ‘Apni Dukaan’. The campaign demonstrates how Amazon can be the solution in such cases.

The ad conceptualised by Orchard India, puts together relatable slice-of-life situations to highlight the important features of Amazon services like-one-day delivery, easy returns and Cash onDelivery (COD). In September last year, the brand had launched their campaign ‘Ek Bar Amazon Try Toh Kar…Ho kar Befikar’ which was conceptualised on similar lines.

The 360 degree campaign with integrations across mediums-OOH, radio, onsite, digital and social has a catchy jingle to capture people’s attention, put a song on their lips and have them say that shopping on Amazon is like shopping in ‘Apni Dukaan’.

Click here to view the ads:

Apni Dukaan:

Brand strategy:

In an email response to exchange4media, a spokesperson from Amazon shared the creative insights behind the new campaign and how different is it from their previous brand campaigns.

According to the spokesperson, “While e-commerce adoption is growing in the country, there is still a large section of population that is hesitant about making purchases online.  In order to convey features like easy returns and access to genuine products that essentially build customers’ trust and confidence in shopping on, we decided to use a phrase from Indian popular culture “Yeh Apni Dukaan Hai”. In daily parlance, customers generally use ‘Apni Dukaan’ in reference to those stores that they are more familiar with and have complete trust in. We want to make people aware that is one such store. Customers can shop on and be always assured of buying genuine products, experience easy returns, get quick and reliable delivery and thus have a delightful shopping experience each time they shop on our site.”

The spokesperson further added, “It’s about being a part of their lives at the right time and at the right place whether through properties like IPL, Amazon India Fashion Week or our ATL campaigns. Right from our first ad campaign – which spoke about the world’s largest online store coming to India and offering benefits like 100% purchase protection, Guaranteed one-day delivery, easy returns and COD; the  ‘Aur Dikhao’ campaign that appeals to the Indian consumer mindset that has an insatiable hunger to see more options, more choice & more selection before making purchase decisions and now to the most recent ‘Kya Pehnu’ campaign that conveys the ultimate fashion dilemma of  each one of us whenever we have to attend an important occasion and need to present our best, each talks to the consumer on everyday shopping aspects that are so intrinsic to them. We are a youthful brand at heart and more importantly are customer obsessed and everything we do has to in some way make sense to our customers.”

Expert Speak:

Commenting on the new campaign, Sanjay Mehta, Co-CEO of Miriam said, “It is an interesting campaign and the idea behind the ad is to show that Amazon is the final destination for all shopping related purposes. The objective of any brand is to enable growth and to get more people. Amazon does a wonderful job by pushing one message clearly at a time and not confusing people with too many messages. Like their ‘Kya Pehnu’ campaign dealt with fashion dilemma among consumers or their recent one ‘Apni Dukaan’ addresses the fears of first time online shoppers. It highlights one standing feature of the brand and gives ample time to the consumers to register it. It is good to see that they come up with numerous high frequency campaigns with really effective and catchy communication.”

Previous campaigns:

Their previous campaign titled ‘Ek Bar Amazon Try Toh Kar…Ho kar Befikar’ addressed the fears and inhibitions of the consumers 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 last 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 ‘Aur Dikhao Aur Dikhao’ managed to capture the essence of the campaign effectively.


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