Amazon India extends 'Apni Dukaan' narrative to its latest 'AdjustNoMore' campaign

The campaign, conceptualised by Orchard Advertising highlights the ease of shopping without compromising on quality or options

e4m by exchange4media Staff
Published: Jul 27, 2016 8:01 AM  | 4 min read
Amazon India extends 'Apni Dukaan' narrative to its latest 'AdjustNoMore' campaign

According to the latest AdEx India data (A Division on TAM Media Research), among the top spenders on TV in the e-commerce space for the time period – (Jan to June 16), Amazon commanded 18% share in terms of advertising volume. Whereas, last year for the same period (Jan-Jun 15), the e-commerce giant was at the No 5 spot.

Amazon has recently released their new campaign titled ‘AdjustNoMore’ which highlights the ease of shopping without compromising on quality or options. The ad has already garnered more than 60,000 views in a span of two days. The film conceptualised by Orchard Advertising takes forward the brand’s much popular narrative of ‘Apni Dukaan’, which was introduced at the start of this year.

Click here to view the ad:

The Apni Dukaan campaign was first launched in February this year to capture the dilemma of online shoppers. It demonstrated how Amazon can be the solution in such cases. The ad put together relatable slice-of-life situations to highlight the important features of Amazon services like-one-day delivery, easy returns and Cash on Delivery (COD). 

Amazon Fashion

A week back, the e-commerce site also released their new ad for Amazon Fashion, a category which was introduced last year. The new ad titled ‘Citizens of fashion’, conceptualised by Ogilvy & Mather, aims at providing fashion solutions in line with global fusion. Shot in Varanasi, the two commercials show how Indians in every nook and corner are becoming increasingly fashion conscious. The idea was to make brand Amazon Fashion edgy yet relatable and extremely fashionable with a mass appeal.

Click here to view the ad:

Amazon fashion site is currently offering 40% to 70% off on select brands.

To introduce the platform Amazon Fashion for the first time, a campaign ‘Kya Pehnu’ was launched last year. It addressed the dilemma of consumers which they face while deciding what to wear for a particular occasion.

Our take

Amazon has always been consistent in their marketing approach. Their communication has always been direct. Amazon picks up behavioural traits and tries to capture the Indian shopper’s mindset through campaigns like ‘Aur Dikhao’, ‘TryTohKar’, ‘Kya Pehnu’ and ‘Apni Dukaan’. All their campaigns have tremendous mass appeal and manage to strike a chord with their target audience.

The ‘TryTohKar’ campaign addressed the issue of reliability of products, while ‘Aur Dikhao’ showcased the ‘variety of options’ available on their website. The ‘Kya Pehnu’ campaign addressed the fashion dilemma and Amazon’s ‘Apni Dukaan’ campaign encouraged customers to shop online.

Experts feel that Amazon is employing the right strategy by pushing one message clearly at a time and not confusing people with too many messages. It highlights one standing feature of the brand and gives ample time to the consumers to register it. The fact that they come up with numerous high frequency campaigns with really effective and catchy communication also works for them. Few others feel that Amazon campaigns don’t beat around the bush and focus on addressing the key problems.

Competition scenario

According to data sourced from AdEx India, B2C-Online Shopping has dropped ad spends on television from 3.18% (Jan-Jun'15) to 2.49% this year, when compared to ad spends for the same period.

At a time, when the e-commerce players are struggling to stay in the race, the position of Amazon in the e-comm advertising area has been quite consistent. As per the AdEx India data, it currently commands 18% share in the advertising space and has even topped the list of advertisers for the time period (Jan-June 16).

Flipkart features at the third place with 11% share in the advertising volume. It has also been in the midst of a lot of negative news after it delayed the joining of fresh recruits from IIM-A. The brand roped in actor Amol Palekar for their campaign ‘Flipkart Matlab Bilkul Pakka’. The ads stressed on the importance of easy returns and exchange policy and 100% original products available on their site.

 Myntra ranks at the fourth place with a 7% share in the advertising volume. Snapdeal has tanked seven spots as compared to last year and has a 3% share in the advertising volume. Most of the other players have reduced their marketing spends, as they struggle to get fresh rounds of funding.

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