Amazon India takes 'mass' route to connect with online shoppers

Amazon’s Aur Dikhao campaign talks about the unique Indian trait of always asking for more to highlight their range of online products

e4m by Sarmistha Neogy
Updated: Apr 10, 2015 8:35 AM
Amazon India takes 'mass' route to connect with online shoppers

We Indians have this unique habit of asking for more and more and more...and this trait has been captured by Amazon India in their latest campaign ‘Aur Dikhao’. The brand has used this insight to highlight that the real fun of shopping is in choosing. The campaign has been conceptualised by Leo Burnett, directed by Amin Shimin of Chak De India fame and music has been given by Ram Sampath.

Elaborating on the insight behind the campaign, Manish Kalra, Director, Integrated Marketing, Amazon India, said, “Offering customers a wide choice and a destination where they can find, discover and buy anything that they desire to online has been one of our key strategic pillars. Our selection growth in India over the last 22 plus months of launching our India operation has been phenomenal and today we are able to offer customers a wide choice over 22 million products across hundreds of categories to choose from. “We have taken this as an inspiration and used it to show the unending selection of products that Amazon India has to offer through the new campaign. We believe that the term “Aur Dikhao” will resonate with shoppers in India who love to have more choice.”

The film which has a 2 minute version on the digital platform has multiple edited versions of 1 minute, 30 seconds and 15 seconds for the Television. The TVC depicts many instances, where consumers demand more options.

Click here to view the ad:

Creative angle:

Commenting on the brief which was given to the agency, RajDeepak Das, Chief Creative Officer, Leo Burnett said, “It was a simple one, the client asked us to talk about the wide range of products it has. To incorporate this in the creative product, we highlighted the ‘Indianess’ which is there in all of us.  Only we can go to five shops, see five different things and still crave for more and ask the shopkeeper ‘Aur Dikhao’. We have limited budget, so before making the final decision, we keep on asking ‘Aur Dikhao’ in the hope that the best is yet to come. The film looks real and identifiable, because we are all like the characters in the film. The catchy tune ‘Aur Dikhao Aur Dikhao’ in the film is also doing really well with good downloads and we will be infact pushing it to the radio.”

Amazon India is also one of the presenting sponsors of the Indian Premiere League (IPL) which kick-started on April 8. On asking Das, how this campaign will be promoted during the campaign, he said, “
There are few plans and work is still on, infact there will be few shorter duration films and they will all be around the main theme of ‘Aur Dikhao Aur Dikhao’.”

Expert take:  

Suresh Eriyat, Founder and Creative Director, Eeksaurus liked the campaign and had to struggle to find flaws, when asked to review. “It is a great way to actually popularise Amazon within Indian by talking about the general mentality of people. One can connect it to various contexts, be it home, office or even shopping. Even when we go to the clients to show our work, they say it’s good but ‘Aur Dikhao’. Amazon has taken a very mass route to appeal to the masses. So the film is good, it grabs decent amount of eyeballs, but the highpoint of the film is the soundtrack, which takes the film to another level” he said.


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