MxMIndia

Tag: Amazon.in

  • These and more results emerge in a Search Advertising Playbook published by GroupM and Amazon Advertising

    62% of urban Indian Net users research for products online

     

    By Our Staff

     

    GroupM along with Amazon Advertising India, have launched a Search Advertising playbook titled ‘Decoding the shift in consumer behaviour to win on search’ with a report on search consumer journeys and how consumers are leveraging online platforms for not only buying products but also for holistic product research.

     

    Notes a communique: “Over the past year, consumer behaviour and purchase patterns have seen a drastic change. Urban consumers have started conducting their product research thoroughly before making any purchase online or offline. The playbook indicates that urban consumers are researching on at least two platforms before making up their mind while Amazon.in is has emerged as a preferred platform for product research. Around 62% of urban internet users research for products online, before making any online or offline purchase; 52% of urban internet users who research online, visit amazon.in to research products before making an online or offline purchase.”

     

    Online product research influences offline sales since 50% of offline shopping across categories involves prior online product research.

     

    A few takeaways from this playbook are:

    • Growth of digital for product research before making purchase decisions

    • in is emerging as one of the trusted brands for product research

    • 89% consumers discover new products and brands on in

    • 60% ads influenced purchase journeys are inspired by search ads

     

    Said Tushar Vyas, President – Growth and Transformation, GroupM South Asia: “The last year has seen a rapid shift in purchase decision making and channel preference for purchases with more consumers now researching and purchasing online. This trend is only accelerating with not only metro consumers but consumers from smaller cities and towns. Furthermore, the role of e-Commerce platforms in the purchase funnel is undergoing a change with more consumers relying on them from a product research point of view. With most of these behaviors set to only accelerate in the coming years, we at GroupM will continue to prioritize and focus on creating knowledge and bringing forth solutions to our clients to effectively navigate this ecosystem.”

     

    Added Vijay Iyer, Director-Ad Sales, Amazon Advertising India:“With the drastic increase in media consumption, online and eCommerce platforms have become the go-to destination for urban consumers to make a product and brand choice before making a purchase online or offline. The search environment provides brands the opportunity to reach ‘intent’ consumers and create awareness in the early phase of the purchase journey. Native search advertising formats aid in establishing a seamless connection with researching audiences. This playbook aims at helping brands understand the behavioral trends with respect to consumer demand and discusses recommended strategies to drive awareness and performance on amazon.in”

     

    The playbook can be downloaded here.

     

  • A free video streaming service funded by advertising, in addition to Prime Video

    Amazon India goes AVOD with MiniTV

    By Our Staff

     

    Amazon.in has announced the launch of MiniTV in addition to Prime Video. MiniTV is a free, ad-supported video streaming service available within the Amazon shopping app.

     

    Notes a communique: “MiniTV has professionally created and curated content across web series, comedy shows, tech news, food, beauty, fashion and more. The list includes leading studios such as – TVF, Pocket Aces and leading comedians – Ashish Chanchlani, Amit Bhadana, Round2Hell, Harsh Beniwal, Shruti Arjun Anand, Elvish Yadav, Prajakta Koli, Swagger Sharma, Aakash Gupta and Nishant Tanwar. Viewers will be informed on the latest products and trends by tech expert Trakin Tech, fashion, and beauty experts such as Sejal Kumar, Malvika Sitlani, Jovita George, Prerna Chhabra and ShivShakti. Food lovers can enjoy content from Kabita’s Kitchen, Cook with Nisha, and Gobble. In the coming months, MiniTV will add many more new and exclusive videos.”

     

  • … is beverage partner of the Shakuntala Devi film, being released tomorrow (July 31) on Prime Video

    Tata Tea Gold leverages OTT & Ecommerce

    By A Correspondent

     

    Tata Tea Gold has collaborated with with Amazon Prime Video and Amazon.in to be the beverage partner of the Shakuntala Devi film, being released tomorrow (July 31) on Prime Video.

     

    Speaking about the association, Puneet Das, Vice President Marketing, Beverages- India, Tata Consumer Products, said: “Tata Tea Gold has been bringing alive it’s ‘Dil ko naa kahoge to pacchtaoge’ positioning through pop culture stories of people who have listened to their hearts and pursued their own passion. The movie will bring alive Shakuntla Devi’s journey to the audience and her story will not only help in propagating the proposition of ‘Dil ki Suno’ but will hopefully inspire several others to tap into their inner voice and pursue their own dreams. Hence, there is a great resonance and synergy between the brand and the movie.:

     

    Added Kishan Kumar M S, Vice President, Wavemaker India: “As an agency partner of Tata Tea Gold, we are always on the lookout for opportunities that can bring alive the brand story to grow the business. If that opportunity comes on the back of two of the latest trends — the surge in Ecommerce and OTT — it makes it even more exciting!”

     

     

  • The campaign reassures that genuine support can always lead to breakthroughs

    Amazon India launches its latest campaign ‘Apno Ka Saath’

    By A Correspondent

     

    Amazon India unveiled its latest campaign ‘Apno ka Saath.’ Conceptualised by Ogilvy, the ‘Apno ka Saath’ campaign highlights products across categories, convenience of shopping and reliable delivery in a subtle, non-intrusive style.

     

    Said Ravi Desai, Director Mass and Brand Marketing, Amazon India: “We all have some inhibitions while trying something new but we change our perspective when someone we trust shares new information. Keeping this insight in mind, the ‘Apno ka Saath’ campaign shows the journey of two brothers who trust each other and Amazon.in to get everything they need in one place.”

     

    Added N Ramamoorthi, President-Ogilvy Group Companies – South: “Amazon.in is a trusted shopping destination for millions of customers across the country. The several benefits of shopping on Amazon.in are often introduced to someone by his or her circle of trust. We used this emotional insight of “Apno ka saath ho to sab kuch hai aasaan” as a true reflection of the role that Amazon.in and it’s ‘apni dukaan’ position plays in the lives of customers.”

     

     

  • The tool combines historical data with machine learning to calculate advertising budget for every product

    Merkle Sokrati unveils proprietary bidding tool for eRetail Marketing

    By A Correspondent

     

    Merkle Sokrati, the data-driven performance-marketing agency from Dentsu Aegis Network, has introduced a proprietary smart bidding tool for retail brands selling on online marketplaces such as Amazon.in.

     

    The tool combines historical data with machine learning to calculate advertising budget for every product (bid) every hour 24×7. These real-time bid changes are based on user intent, seasonality and sales trends. Retail brands with a wide range of products can optimize advertising spends across product categories to individual products with this data-driven bidding tool.
    Said Merkle Sokrati CEO Anubhav Sonthalia: “Having myself worked at Amazon, I can promise that they are in it for the long haul and will end up redefining the industry as we know it. We have seen strong traction for Amazon Advertising with our Merkle US counterparts, and we expect India to do the same. With this intelligent bidding tool, we are introducing a volume- and competition-tested smart bidding tool to this geography. We believe this will become a competitive advantage for optimising Amazon’s ad inventory which is still relatively new to Indian marketers. As through our history, we continue to focus on bringing high ROI solutions for our marketers.”

     

     

  • The Amazon.in home page was taken over for more than 18 hours between May 17 and 18

    Moto G4 Plus launch gets big on Amazon

    By A Correspondent

     

    The launch of the Moto G4 Plus exclusively on Amazon.in on May 17-18 saw many firsts for the brands involved – this is the first Moto exclusive on Amazon.in; the ecommerce player has never given up its gateway or homepage for any launch until now in India; and the co-marketing of the launch on digital in partnership with OgilvyOne will be one of the most high-decibel campaigns ever.

     

    For the launch, the Amazon.in home page was taken over for more than 18 hours between May 17 and 18. Designed and conceptualized by OgilvyOne, the site sported product and promotional banners, all related to the Moto G4 Plus.

     

    There were several exciting bundle offers, launch day promotions and contests running on Amazon.in, including one that allows lucky buyers to win a Moto 360 watch every hour. To top it, an exciting partnership with the Rajinikanth starrer, ‘Kabali’ gives 10 lucky customers who buy the Moto G4 Plus, the chance to see the movie at the audio launch.

     

    In addition, Amazon.in roped in influencers and celebrities Rocky & Mayur, Ashish Shakya, Avinash Gowariker, Elli Avram and Monica Dogra to talk about their experiences with the new phone in a series of videos which were played across the launch promotion time on May 18. The influencers’ unique perspectives on the phone were displayed on the site using dynamic video banners through the day.

     

    Sharing his views on this association, Noor Patel, Director Category Management, Amazon.in said: “At Amazon.in, we are obsessed with offering the greatest selection and best shopping experience to our customers. Moto G has been one of the most successful products for Motorola over the years. We are very excited to partner with this iconic brand for their most sought-after release this year. I am sure our customers will love this specially crafted, one-of-a-kind shopping experience.”

     

  • The campaign, conceptualised and executed by Orchard Advertising, part of The Leo Burnett Group India, highlights the many benefits of shopping on Amazon.in

    Amazon celebrates the many quirks of the Indian consumer with #WeIndians

    By A Correspondent

     

    Amazon India has launched an integrated campaign that highlights the unique traits of Indian consumers and their behaviour, bringing alive the spirit of “what we Indians love”. It celebrates Indian quirks whether it’s about dropping newspaper to block a seat in a bus or about seeing Rs500 note under sunlight to check its authenticity. It celebrates who we are, what we like and how we behave as Indians.

     

    The campaign effortlessly ties back these quirks to the brand’s promise of 100% Original Products, Easy Returns, Fast and On-time Delivery and many other customer centric benefits to inspire trust in the brand.

     

    The campaign features series of films that talk about Amazon’s critical customer benefits. Commenting on the launch of the campaign, Amazon India Spokesperson said, “Our brand always tells a story that the customers feel connected to and in a manner that is simple to understand and relevant. It’s about being a part of their lives at the right time and at the right place. On the same lines, 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. 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.”

     

    Continuing with Amazon.in’s trademark desi style, #WeIndians campaign effectively celebrates Indian style using interesting narratives and established how our offerings and services are in complete sync with what the consumer wants.”

     

    RajDeepak Das

    Elaborating on the thought process behind the campaign, RajDeepak Das, Chief Creative Officer, The Leo Group India, said, “All our campaigns for Amazon have focussed on insights that tell us about the psyche of the Indian shopper. Truths about the Indian consumer that are never spoken about but are so evidently seen in daily life situations.”

     

    Das further added, “The idea of #WeIndians emerged from the fact that Amazon’s strong understanding of the Indian consumer has led to an experience that is top quality and unmatched in the online shopping space. The campaign showcases the Indian consumer’s many quirks in day-to-day life situations. It uses real people, real locations and situations that land a smile on your face.”

     

    Neha Contractor, Senior, Vice President and Branch Head, Orchard Bangalore, commented, “We are proud to partner with Amazon on their journey of building the brand and leveraging rich Indian insights from #AurDhikhao to #TryTohKar, #Apni Dukaan and now #WeIndians.

     

    With We Indians, 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.”

     

  • The channel has introduced a mascot "Binge Baba" to engage and excite viewers

    Star World expects viewers to binge on new offering

    By A Correspondent

     

    Star World is set to launch ‘Amazon.in Presents Star World Weekend Binge’ from 25th April, a property which is designed to bring an all new TV viewing experience to viewers in India. To take this innovation to the next level, Star World has created a robust integrated marketing campaign with the channel’s first-ever mascot – Binge Baba, to add fun and excitement to the campaign.

     

    Star World has conceived Binge Baba to drive home the maxim of the property – it is for those who can’t have enough and want more, in this case, the complete story of a show at one go. As the brand’s voice every weekend, Binge Baba is spreading the message ‘indulgence is good’. The channel is leading all marketing efforts for the property through Binge Baba.

     

    With the support of various engagement activities for this flagship property, multi-dimensional efforts have been initiated across cities like Mumbai, Delhi and Bangalore to ensure that the show is the talk of the town for months to come. It will also be promoted in upscale shopping malls across metros and at major domestic airports. Star World is also going big on digital through a powerful reach campaign that is being rolled out to target core consumers.

     

    To mark the launch of this innovative property Star World is also rolling out an office contact program with focus on trade in Mumbai, Delhi and Bangalore by giving key offices and their employees a chance to binge on their favorite ice creams as they get ready to binge watch the biggest international shows on the channel starting this Saturday, 12 PM onwards.

     

    A STAR spokesperson commented: “Star World Weekend Binge will mark a new beginning and set a new trend for consuming content in India and to support this innovative initiative, we have ensured that no stones are left unturned with the marketing of this property. Our objective was to create a differentiated marketing campaign and developing a mascot like Binge Baba is a step in that direction. The character has already gained popularity amongst our core target audiences on digital and we are very excited with the positive response and sentiments that are being built for this weekend innovation of ours.”

     

    Keeping in mind the growing need for uninterrupted entertainment, Star World Weekend Binge will give viewers a chance to watch all seasons of television’s popular series at one go, thereby showcasing more than 1200 hours of award –winning shows from the biggest studios, and premiering more than 30 shows across 52 weekends for its viewers. The Binge line-up includes popular shows like How to Get Away with Murder, Homeland, 2 Broke Girls, Modern Family, Two and a Half Men and Agents of SHIELD, among several others.

     

  • The number of visits on the virtual mela as well as time spent surpasses any offline brand activation initiative organised during the festival in India

    GroupM’s Grand Diwali Mela draws huge response

    By A Correspondent

     

    The Grand Diwali Mela organised by GroupM in association with Google, Amazon.in, LINE, Games2Win and Hungama.com met with a huge response with over 55 lakh visitors patronising the event. The ‘Grand Diwali Mela’ saw very high engagement with users, who spent time getting product samples @ Re.1, enjoying movies and videos, playing games and greeting each other via the LINE messenger. The number of visits on the virtual mela as well as time spent surpasses any offline brand activation initiative organised during the festival in India.

     

    The event received an overwhelming response with over 55 lakh visitors, the majority of which came from mobile phones with over 45 per cent women visitors. On October 24th, Diwali day, the mela received over 4.6 lakh visitors. In all mela visitors spent over 125,000 hours browsing various brand and entertainment stalls in the mela besides which many more hours were spent on partner sites – Amazon.in, Games2win and Hungama.com.

     

    The ‘Grand Diwali Mela’ emerged as the largest online sampling platform for brands. Over 150,000 samples were shipped across India, with 70 per cent samples going to Tier 2 and Tier 3 towns. The samples ranged from skincare and household products relevant to both men and women. To celebrate the partnership LINE Messenger came out with a set of special edition stickers for the ‘Grand Diwali Mela’.

     

    CVL Srinivas
    Rajan Anandan

    On the success of the Grand Diwali Mela, CVL Srinivas, CEO, GroupM South Asia said, “We are excited about the success of the first Grand Diwali Mela. We were able to create a great platform for consumers to come and sample products and interact with brands. It is also heartening to see the reach of the virtual mela was not restricted to the metros but filtered down to smaller towns where the digital penetration is growing exponentially. We also have seen a distinct spike in access via mobile phones, a clear indicator that India is opening up readily to mobile data and communication.”

     

    Rajan Anandan, VP & Managing Director of Google India, said “I would like to congratulate GroupM and all the participating partners for the success of the first Grand Diwali Mela. The fact that majority of the users experienced the mela from their mobile phones goes onto show the growing importance of mobile devices in India. With over 150,000 samples being tested on the platform, the initiative is likely to open up newer ways of engaging buyers online for brands and marketers on the mobile phones. Online brand activation during festivals is a brand new territory and I am confident that we will be able to scale this further next year.”