Amazon India allays fears of hesitant customers in its latest TVC

The campaign 'Try Toh Kar' conceptualised by Orchard Advertising, addresses the fears and inhibitions of customers who may have reservations about online shopping

by Sarmistha Neogy
Published - Sep 25, 2015 8:04 AM Updated: Sep 25, 2015 8:04 AM
Amazon India allays fears of hesitant customers in its latest TVC

Inspite of the boom in e-commerce and with the increase in number of players offering online discounts every day, there is still a section of the consumers, who hesitate to indulge in any kind of online purchases. The reason being, they have fears like- what if the product is not original or comes defective, then where will they go to return them?  To cater to this set of audience, Amazon has launched a new campaign titled ‘Ek Bar Amazon Try Toh Kar…Ho kar Befikar’ where it addresses the fears and inhibitions in the minds of the consumers.

The campaign conceptualised by Orchard Advertising, tells the consumers to atleast try online shopping once before forming any kind of pre-conceived notion. The brand has been using the hashtag #TryTohKar to initiate conversations on social media. Two ads have been launched till now, the first talks about 100% original products being sold on the platform and the second TVC highlights the easy-return policy of products purchased from the site.

Click here to view the ad:

TrytohKar: 

 

Commenting on the new campaign, Joybrato Dutta, Creative Group Head, Scarecrow Communications said, “The new take #TryTohKar is a harsh reality of today. Many people who use smart phones are still apprehensive about buying things online. This campaign talks to them directly.”

On the day of the launch of the campaign, the hashtag was trending on Twitter and it has picked up in the last few days.

Below is an excerpt of few conversations on Twitter:

In the month of April this year, the brand had taken a mass route to connect with the online shoppers. The campaign was based on the unique trait of Indians who keep on asking for more and more before settling for something. In the ‘Aur Dikhao’ campaign, the brand used the insight to highlight that the real fun of shopping is in choosing. The campaigns went highly popular and the catchy jingle tune of ‘Aur Dikhao Aur Dikhao’ in the film also did well and the agency even pushed it to radio.

Aur Dikhao ads:

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