Great Indian Festival is key to bring next 100mn customers online: Ravi Desai, Amazon

Ravi Desai, Director, Mass and Brand Marketing, Amazon India, talks about the 6,000-km truck tour for the sale campaign, the marketing spends and going regional

e4m by exchange4media Staff
Updated: Sep 17, 2019 10:23 AM

Amazon India is back with its Great Indian Festival for this season. The brand’s marketing spends have slightly gone up this year, says Ravi Desai, Director, Mass and Brand Marketing, Amazon India.

Speaking about the campaign for the sale festival and how it is different from last year, Desai said: “We believe it’s much better than what we had last year. A 6,000-km journey has been planned to reach out to multiple cities. The pricing, offers and affordability options that we are giving customers this season is different. We are not comparing with last year but feel good about the way we are prepared this time for Diwali. Last year, we had three and half lakh sellers and today it has crossed 5 lakh. Our prime member base has doubled in the last one year. We are very well prepared for this year, considering the economic slowdown. This is a crucial time of the year when consumers spend is much higher.”

The campaign for the season will go live in seven regional languages, where the brand will offer range of finance options from no cost EMI to instant bank discount, exchange offers and more.

Desai told exchange4media that the brand’s marketing spends have slightly gone up this year and the primary reason is to reach more consumers. “For example, in a country like India, say from 500 million people only 150 million people shop from e-commerce websites. Then it becomes important to go deeper to reach another 150 million people, which has to happen from your marketing mediums and therefore the marketing budget plays a key role.

The Great Indian Festival is important for us to bring the next 100 million customers online, many of them from tier 3 or even tier 4 towns,” he said.

Asked about which of the mediums among TV, OOH and Digital yield better results for such campaigns, Desai said: “It depends on which target segment you’re catering to. If it is a prime customer then the touch points that have worked for us could be TV, OOH, Print, activations at malls or digital media. On the other hand of the spectrum, if you’re a customer that has never been on e-commerce or an Amazon customer, then the kind of touch points that work are different from the first one. TV in a certain kind will work better with DD channels or Free to Air channels. Advertising on transit mediums like railway stations or metro stations will also be more beneficial.”

“It is a coming together of many different segments, with different business objectives and each of these requires a slightly different approach to communicate. We will run multiple TVCs which will be run on the theme campaign to share the right message with the consumers,” Desai added.

The sale, that will start from September 29 and go on till October 6, will give Amazon Prime members exclusive access to special deals and discounts at 12pm on October 28.

This year, the brand has come up with a new theme - ‘Now budget won’t hold back India’. The sale has been kicked off with three special trucks called house-on-wheels that
will cover over 6,000km across 13 cities.

The tour will start from New Delhi, move to Lucknow, Ahmedabad and Hyderabad before concluding at Bengaluru. En route, the truck will engage with customers and sellers in Agra, Chennai, Indore, Kolkata, Kochi, Mathura, Mumbai and Visakhapatnam.

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