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IPL ad series-Part I: Will Amazon’s Chonkpur Cheetahs continue to roar this year too?

16-April-2018
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IPL ad series-Part I: Will Amazon’s Chonkpur Cheetahs continue to roar this year too?

Considering the brand magnet that IPL has turned out to be, it’s no surprise that ads across categories try to make a mark in what has now become a cluttered IPL ad environment. The good part is that the cricket season also gives brands an ideal window to experiment with storytelling formats. It is also interesting to note that this year, the creativity and innovation of ad campaigns will be recognized and the best ones to be be aired during IPL 2018 will be felicitated, courtesy Star Re.Imagine Awards. 
To acknowledge some interesting body of work rolled out for IPL, the following is the first part of a five-day IPL ad series, starting today, which will take a look at an impactful ad campaign and why we’re ‘clean-bowled’ by it. 
Today, we take a look at the comeback of Amazon's Chonkpur Cheetahs ad campaign.
The creative
e-commerce giant, Amazon had kicked off the Chonkpur Cheetahs campaign during IPL last year. Last year’s integrated brand campaign was all about a team playing cricket in a small town of India and how they overcame challenges of access, and the role Amazon plays in that journey. Taking this further from Udaipur, the ad released for IPL 2018 shows the team move to a bigger city and mirror their struggles of being in an unknown city.

Our take
The brand has followed the campaign series format, which might have required the brand and the agency to further improve and outdo the creative idea with this commercial, but Amazon has stuck to being consistent and direct in its marketing approach. Picking up behavioural traits and capturing the mind-set of shoppers, the campaign comes across as well-researched as it leverages the right Indian insights like ‘apni dukaan’ and ‘anjaan shahar main’ making it more relatable but with a tinge of humour. The campaign has garnered over 4.4 million views on YouTube (at the time of writing this article) which says a thing or two about how it did strike a chord with consumers. To further amp this up, Amazon’s responses to customer queries are also in perfect synergy with IPL. 
According to a quantitative digital marketing analysis of IPL 2017 by XOR Labs, the video engagement garnered by Amazon’s Chonkpur Cheetahs ad campaign had crossed over 16,881,274 and 81,361 conversations, owing to the characters of Chonkpur Cheetahs and how the audience identified with them.
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Hits and misses?

The campaign very strongly pitches the brand as playing a role in the pursuit of people’s dreams and taking care of their needs as they chase them. Making the consumer central to the message with recall, a dash of humor, relevance, and relatability, the ad ticks all the right boxes and these 'Cheetahs' could yet again prove to be a roaring rage for Amazon.

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