Amazon India has marked its debut in the advertising circuit by launching its first advertising campaign since its foray in India around 10 months back.
The 30-second commercial shows husband and wife watching cricket match on the TV and betting. While the husband is fixated on getting a gaming console, the wife first bets for a bag, then shoes and then a diamond watch. The husband loses all three bets. As the wife wins three bets the voiceover says - “Over 1.5 crore products to choose from at Amazon.in.”
The video is very crisp and drives home the point well. It is also highlighting other lucrative features like guaranteed one day delivery and cash on delivery.
While e-commerce players have been investing a lot in advertising, especially TVCs the timing and pairing of Amazon’s ad with IPL is what differentiates it. Also, since it’s a global player it enjoys a different kind of perception in the minds of consumer. The ad is a good way to reach out to people who might have heard about but have not yet tried it.
“Friendly betting between friends and family pertaining to any kind of competition is a part of our cultural fabric. In this ad, Amazon has beautifully captured the insight & related it contextually to IPL through amazing chemistry between enthusiastic husband and a calculative wife. As a strategy, Amazon, having established their presence they want to drive the purchase or transactions using these tactical occasions,” said Sachin Kumar, Senior Business Director, Maxus Interaction.
IPL this year has become a prime digital property for advertisers. While online streaming has attracted HUL as the presenting sponsor and Amazon.in, Toyota, ITC Personal Care and Reckitt Benckiser as associate sponsors, brands like social messaging app WeChat, mobile commerce platform Paytm and e-commerce players like Fashionara all are trying to bask in the glory of IPL. Amazon.in is also the associate sponsor on Starsports.com, the digital distribution partner of IPL 7.
Read more about it here:
IPL takes over the web, advertisers flock online
You can watch the ad here: