Top Story


Home >> Digital >> Article

Online retail giant Amazon launches maiden TVC in India with IPL 7

Font Size   16
Online retail giant Amazon launches maiden TVC in India with IPL 7

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”

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, 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. is also the associate sponsor on, 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:

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...