Amazon launches ‘Aur Dikhao’ campaign with WPP

Amazon India has rolled out a new chapter of its ‘Aur Dikhao’ platform, in collaboration with WPP. The integrated campaign is designed to reinforce Amazon’s position as the go-to destination for endless choice, trend-forward selection, and great value for everyday shopping needs. The campaign is brought to life by WPP OpenDoor, WPP Creative and WPP Production, stated a press release.

The campaign addresses a critical growth opportunity: shifting perceptions around affordability while reinforcing the breadth of selection available on the platform. The strategic focus is on categories that drive both acquisition and habit formation, including Fashion, Beauty, Home & Kitchen and Wireless Accessories.

Built on a simple yet deeply human insight - that consumers rarely settle at the first option and instinctively ask for more, ‘Aur Dikhao’ transforms a familiar phrase into a powerful commerce behaviour platform. It captures the joy of discovery, the desire for better choices and the expectation of finding style and value within budget. Reimagined for a new generation of shoppers, the campaign launches across Hindi, Tamil, Telugu, Kannada, Marathi and Bengali with culturally rooted storytelling tailored to regional audiences.

For WPP OpenDoor, it was not just creating a campaign but to architect a connected growth ecosystem where media, creativity, and commerce seamlessly come together to influence real shopping behaviour. The result is a multi-layered strategy that places Amazon within moments of mass attention, emerging content behaviours and high-intent everyday journeys.

How WPP OpenDoor Brought ‘Aur Dikhao’ to Life

Owning India’s Biggest Shared Attention Platform – IPL 2026: Amazon has secured a strong presence across Linear TV and Connected TV during IPL 2026, including a co-powered sponsorship on CTV, placing the brand at the centre of one of India’s most culturally significant media moments.

Turning Match Moments into Brand Moments: Through the branded post-match segment, ‘Game Changing Moments Aur Dikhao’, Amazon is integrated into the most talked-about moments of the tournament, extending recall beyond standard ad placements.

Redefining Discovery Through Micro-Drama Commerce: Recognising the rise of short episodic content, WPP OpenDoor has developed a ‘ShopTheScene’ format where products are embedded into storylines, seamlessly converting entertainment engagement into shopping discovery.

Building Social Relevance Through Influencer Storytelling (Yet to be executed): Timed with the IPL season, sports creators and on-air personalities will bring alive the insight of “option overload” through short-form content that connects shopping behaviour with cultural conversations.

Driving Regional Growth Through Local Ecosystems: Performance-led partnerships across Maharashtra and Andhra Pradesh, supported by OOH and cinema activations, are extending the campaign’s relevance deeper into Tier 2 and Tier 3 markets.

Together, these interventions are designed to do more than drive awareness. They create repeated, contextual entry points for consumers to reconsider Amazon for their everyday purchases, strengthening preference, increasing visits and building long-term shopping habit.

Anuradha Aggarwal, Director Marketing and Lifecycle, Amazon India, said,"We are excited to launch the new Amazon brand campaign. Our objective is to get new and infrequent e-commerce shoppers to choose Amazon for their everyday purchases. The campaign is built on the customer insight that when shopping for everyday needs, consumers want lots of trendy and stylish choices, all within their budget. ‘Aur Dikhao’ positions Amazon as offering endless selection, on-trend products and great value, brought to life through relatable narratives across age groups and life stages, with a refreshed rendition of our popular platform tailored for Hindi-speaking and South audiences."

Deep Jatkar, Lead India, WPP OpenDoor, said, "The most effective platforms are often the ones consumers already own in culture. ‘Aur Dikhao’ is one such idea, familiar, intuitive and deeply human. Our role was to reimagine it for a new commerce landscape by connecting media precision, cultural moments and performance intent into a single system. The result is a campaign designed not just to drive awareness, but to influence everyday shopping behaviour at scale."

"While ‘Aur Dikhao’ once championed variety, this generation demands depth. This campaign brings back that iconic phrase through a multi-film marathon, proving Amazon doesn’t just have everything—it has the right everything”, said Mayur Varma, CCO, 82.5.