MxMIndia

Tag: Ravi Arun Desai

  • The films bring to life stories of people settling into new cities

    Amazon gets back its Chonkpur Cheetahs for IPL 2018

    By A Correspondent

     

    The Chonkpur Cheetahs are back for Amazon, and this time with new rivals. The campaign “Ajnabi Shahar Mein Apni Dukaan” shows the everyday struggles of an unknown city through the cricket team, where Amazon.in helps resolve dilemmas getting in the way of things truly important.

     

    Conceptualized by Ogilvy Bangalore and directed by Hemant Bhandari of Chrome Pictures (Chonkpur Cheetahs) Jerald Packiasamy of Still Waters Films (Chellapuram Cheetahs), the films bring to life stories of people settling into new cities, and how Amazon India can help by providing access to required products in a humorous and light hearted way.

     

    Said Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India: “With more than 300 million interactions across touch points in 2017, Amazon had to bring back the Cheetahs in 2018, this time chasing a bigger dream in an ‘Ajnabi Shahar’. The insight behind this campaign is that almost all Indian families have someone who would’ve moved to a big Indian city in pursuit of better opportunities for themselves and the next generation. The campaign encapsulates how Amazon supports millions of Indians in their pursuit of dreams, as we cater to their everyday needs. Our customers use Amazon to effortlessly settle down in a completely new environment. The campaign explores a few relatable stories of the Chonkpur Cheetahs trusting apni dukaan to help them tackle some problems of settling into an unknown city. With over 17Cr products to choose from, the obstacles are taken care of by Amazon.in, and all they now need to do is concentrate on fulfilling their dream.”

     

    Added Azazul Haque, Executive Creative Director, Ogilvy Bangalore: “When we conceived the idea of Chonkpur Cheetahs last year we created an entire team with characters that would feel completely relatable to any individual who saw it. Their journey started as a team with a big dream – and this year that dream takes them to an unknown big city. This journey is inspired by the millions in India who shift to unknown cities to fulfil a lifelong dream regardless of the challenges they may have to face. Amazon.in here is everyone’s ‘Apni Dukaan’ that helps tackle these challenges, so that the dream can flourish.”

     

     

  • The campaign looks at the reality of our lives today

    Amazon gets ready for this festive season with #KaroMilkeTayyari

    By A Correspondent

     

    Amazon has announced the launch of The Amazon Great Indian Festival.Conceptualised by Ogilvy, Bangalore, the campaign has been directed for the Southern Region by Jerald Packiaswamy of Still Water films and the campaign for the rest of India is by Anupam Misra of Crazy Few Films.

     

    Said Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India: “This festive season, we wanted to remind India that the lead up and preparation for any festival is just as exciting and memorable as the festival itself – an opportunity to strengthen bonds that matter. From choosing what to buy for your loved ones, renewing our homes with products that were earmarked for purchase during the next Dassera/ Diwali, and buying products specifically required for the festival itself, preparations play a critical role in making the festive taiyarri memorable. Through our campaign, we want to urge people to take time off and invest it in creating memories with their loved ones. Brand Amazon always attempts to tell a story that our customers feel connected with, in a manner that is simple and relatable based on real Indian insights. While Amazon India is a preferred destination for most people for their shopping, #KaroMilkeTayyari aims to remind people of the importance of the human connect, whilst we take care of your shopping needs.”

     

    Added Azazul Haque, Chief Creative Officer, Ogilvy Bangalore: “In India festivals are not just a one-day event. And especially in this festive period, the preparations for the festival are as important and exciting as the day of festival itself. And being together in these festive preparations is as important as being together for the festival.”

     

    Said Kiran Ramamurthy, Executive Vice President, Ogilvy Bangalore commented: “In a festival-rich milieu, it is a challenge to find an insight that is fresh. And when, during consumer immersions, we discovered this rich territory of the joy of the festival getting magnified by the planning and preparation leading up to it, we knew we were on to something. The icing on the cake for this campaign has been in responding to the client mandate of finding two distinct region-specific expressions of the campaign.”

     

  • Amazon.in continues with its messaging of '#DeliverTheLove' to inspire brothers and sisters to meet and celebrate this day together

    Amazon has a special message for all this Raksha Bandhan

    By A Correspondent

     

    It’s Raksha Bandhan and Amazon has come up with a campaign that talks about the message‘#DeliverTheLove’ to inspire brothers and sisters to meet and celebrate the day together.

     

    Conceptualised by Ogilvy Bangalore and directed by Afshan of Good Morning Films, the film tells the story of a young man who just cannot fathom why his grandmother doesn’t mind getting the same gift for rakhi, every year.

     

    Led by a digital film, the campaign also includes print and radio.

     

    Said Ravi Arun Desai, Director, Mass & Brand Marketing, Amazon India: “Our current lifestyle keeps us on our toes 24×7, and sometimes also ends up eating into the time we ought to be spending with probably the most important thing in our lives – our loved ones! With the new Amazon.in’s Raksha Bandhan campaign, we want to encourage everyone to slow down, take a step back and experience the magical moments of the festival with their cherished siblings to renew as well as create new memories. Our brand always attempts to tell a story that the customers feel connected with, in a manner that is simple and relatable. The campaign #DeliverTheLove is about connecting with our customers in the context of Raksha Bandhan and in some way touching their heart amidst this fast paced life we all lead today.”

     

    Added Mahesh Gharat, Chief Creative Officer, Ogilvy Bangalore: “More than the gift, any sister actually wants her brother to actually come and meet her.  There are some things beyond materialistic gifts, and the campaign reminds you of that.”

     

  • India Ke Sapno Ki Apni Dukaan launches the finale film of Chonkpur Cheetahs

    Amazon’s Chonkpur Cheetahs continue to make post-campaign impact

    By A Correspondent

     

    To coincide with the Indian Premier League finale that played out last night, Amazon.in’s latest T20 campaign Chonkpur Cheetahs, too launched the finale closure film for the season. The campaign ‘India keSapnokiApniDukaan’ consisted of a series of films about an aspiring team’s journey to reach their goal of playing in the T20. The campaign captured the various ways in which Amazon.in enables the team to get one step closer to their dream by providing them access to a huge selection of products which might not otherwise have been easily available. Commenting on the closure film, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India said: “We are thrilled by the response witnessed for the Chonkpur Cheetahs campaign from across the country, to the team actually becoming a loved household name today. With the closure film we want to convey that every Indian dream can come true. As Amazon, we want to show our support to millions of Indians by being their partner in their quest to reach their dreams.” Conceptualised by Ogilvy and Mather Bangalore and directed by Amit Sharma of Chrome Pictures, the campaign was led by multiple TVCs through the course of T20, amplified through an integrated campaign spread across Digital, Social, OOH, Print and Radio.