Amazon leverages Indian quirks in new ad campaign

The campaign focuses on the everyday habits of Indians and ties them to various service promises made by Amazon


Photo: AP
Photo: AP

New Delhi: Online marketplace Amazon India is betting on the age-old Indian obsession for original and authentic products in its latest advertising campaign ‘We Indians’.

The campaign, conceptualized and executed by Orchard Advertising (a part of the Leo Burnett group), focuses on the everyday habits of Indians and ties them to various service promises made by Amazon like availability of original products, easy returns and quick, on-time delivery of its products.

The commercials highlight the value-seeking behaviour of Indian customers. For example, an autorickshaw driver checking the authenticity of a Rs.500 note or a housewife checking the quality of a coconut by shaking it.

“Our brand always tells a story that the customers feel connected to and in a manner that is simple to understand and relevant. Our new campaign theme #WeIndians conveys many benefits that Indian consumers seek while making their purchase decisions including original and genuine products, convenience of easy returns and experience of fast and on-time delivery,” said an Amazon India spokesperson in a statement issued by the company.

“As always, the new campaign takes the route of everyday situations in an Indian consumer’s life and the customer’s intrinsic responses to these situations,” he added.

One commercial, for instance, shows how Indians are always in a hurry. The ad, which shows the groom asking the pandit to hurry up the wedding rituals, links back to fast and on-time delivery service offered by Amazon.

According to RajDeepak Das, chief creative officer, the Leo Group, India, with these commercials, Amazon is taking a step ahead by showing how the website is related to people and how it is the online store for Indians.

“All our campaigns for Amazon have focused on insights that tell us about the psyche of the Indian shopper. These are truths about the Indian consumer that are never spoken about but are so evident in daily life situations. With such campaigns, we are trying to convey that Amazon speaks the same language as the Indian mom-and-pop stores,” Das added.

In February, Amazon India launched a similar campaign ‘Apni Dukaan’, which addressed the apprehensive behaviour of customers towards online shopping and talked about Amazon’s services like one-day delivery, easy returns and cash-on-delivery. The previous campaigns like ‘Aur Dikhao’ and ‘Try Toh Kar’ also focused on customers who hesitate to shop online.

According to a Mint report published on 25 June 2015, Amazon spent between Rs.10 crore and Rs.20 crore on its television ad campaigns in 2015, as per the media buyer estimates.

“We are proud to partner with Amazon on their journey of building the brand and leveraging rich Indian insights from #AurDikhao to #TryTohKar, #ApniDukaan and now #WeIndians. With #WeIndians, we have created a strong slice of life connect with the Indian consumer, driving top-of-mind recall by staying true to the brand’s customer-centric approach,” said Neha Contractor, senior vice-president and branch head, Orchard Bangalore.

More ads characteristic of the Indian consumers’ behaviour are likely to be launched in the coming months.