Last Friday, Amazon India unveiled its campaign “Inn Dibbon mein kya hai”. Conceptualised by Team Ogilvy Bangalore, the ‘Inn Dibbon mein kya hai’ and directed by Afshan from Good Morning Films, the campaign includes TVCs and short content for customers across India.
Said Ravi Desai, Director Mass and Brand Marketing, Amazon India: “Last few months have transformed the way we all live and each one of us is embracing change & making many new beginnings…some big…some small. We see this intervention as more than just a campaign from Amazon, but as an ode, a salute to this spirit of optimism and human tenacity – finding moments of joy & togetherness during these times. It also very humbly reminds us of the privilege & the responsibility Amazon has, to serve our customers, and be an ally in their new beginnings. The quintessential Amazon Box ceases to be just a carrier of something you ordered, transcending to a larger purpose of delivering happiness safely, with the trust that millions of customers have placed in Amazon.in.”
Added N Ramamoorthi, President, Ogilvy South: “What unites all of us during this tough time is hope – for newer beginnings and for better times ahead. Little things symbolize new beginnings, be it the new laptop for a daughter or a mobile phone for a parent. That’s where Amazon and it’s wide selection across categories comes in – as a brand that enables our search for new beginnings by delivering these symbols of hope when we need it the most.”
Amazon India launched the second leg of its ‘Apno ka Saath’ campaign, building on its ‘trusted, one stop shop’ ethos. It has been conceptualised by Ogilvy India.
Talking about the treatment of the campaign, Ravi Desai, Director – Mass & Brand Marketing, Amazon India, said: “Be it conversations around food or the weather, with our ‘Apno ka Saath’ campaign, we have tried to weave in stories that every household in India can relate to. It is always heart-warming to see the small joys of convenience & comfort being brought to you by someone you trust. With over 17 crore products, Amazon.in is able to meet all these needs, from daily essentials to large appliances and more.”
Added N Ram Moorthi, President-Ogilvy Group Companies, South: “The objective of the second phase is to add an extra dimension to the promise made in the ‘Apno ka Saath’ campaign which ran previously. We continue with the three characters – the brothers and the bhabhi but focus on delivering the message that when you buy products, Amazon also has your back – be it through brand warranty, installation guaranty or easy returns.”
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.”
E-commerce held centre stage on Day 1 of Goafest 2019 which kicked off at the Grand Hyatt hotel in Bambolim, Goa on Thursday, April 11.
Sponsored by Discovery Channel, the Industry Conclave had the marketing chiefs of the leading e-commerce brands, Amazon, Flipkart and Myntra explain to the audience the dramatic changes that have taken place in the field of digital marketing.
Ravi Desai, Vijay Sharma, Achint Seti and Velumani
Ravi Desai, director, mass and brand marketing, Amazon India explained how the old system of ‘pen portraying’ a customer was completely passé now. Desai said that Amazon India had created a mind-boggling 1,00,000 digital advertisments during Diwali 2018 to address hundreds of customer-types across multiple segments.
Desai explained how primetime TV advertising was also passé. According to the senior executive, the modern-day, urban consumer was consuming content in very different ways. Desai demonstrated with the help of a video clip, how consumers were comfortable directing Amazon’s artificial intelligence device, Alexa to play songs of their choice on Amazon’s Echo, smart speaker system. “If consumers are hooked to this, we need to devise ways and means to catch their attention on this platform,” Desai said.
Citing the example of his teenaged son and his friends, Desai said that multiple TV channels did not interest these teenagers anymore. “They were more keen to play PUBG ( Player Unknown’s Battleground), the popular, online multiplayer game and live streaming video games. Our advertising needs to cater to these new trends,” Desai said.
Quoting Amazon founder Jeff Bezos, who said, “Focus obsessively on customers,” Desai explained how building customer loyalty was a prime objective at Amazon. According to Desai, the ‘Amazon Prime’ programme where a customer paid INR 129 every month to avail of a free and fast delivery, advertisement free video streaming, audio streaming and exclusive deals was a step in this direction.
Likewise, Vijay Sharma, associate director, brand marketing and head digital media, Flipkart said that digital marketing and digital brands had changed the face of modern-day marketing. According to Sharma, fast moving consumer goods (FMCG) like Coke and Pepsi had made way for brands like Apple and Google as the world’s leading brands.
Explaining the challenge of digital marketing, Sharma said that artificial intelligence was being used extensively by Flipkart to run its latest advertising and marketing campaign, ‘The Big Billion Days’.
Multiple celebrities and models were roped in to run the popular, ‘Ab Hoga (name of city) budget se mukt!’ digital marketing campaign, which was made to reach a wide audience across the entire country.
In a similar vein, Achint Setia, vice president – marketing, Myntra, explained how the modern-day customer was consuming information across a wide variety of platforms like the internet, television and the android phone. “In such a scenario, we necessarily have to use artificial intelligence to make a customer experience a joyful moment with the mere touch of button,” Setia said.
Explaining that Myntra was a cool and youthful brand, Setia said that the company had put a customer loyalty programme titled, ‘Myntra Inside’ in place. With the help of a video clip, Setia demonstrated how the programme treated the customer to a personality make-overs, gifted new dresses and curated the experiences of the customers using cutting edge technology. Myntra also gifted select customers overseas trips.
Earlier in the afternoon, popular singer Shaan regaled the audiences with many of his hit Bollywood songs and also sang several English-Hindi medleys.
The audiences were also regaled and kept spellbound by a very peppy presentation made by Dr A Velumani, creator and managing director of Thyrocare, the company which has made a mark in the field of healthcare. Velumani touched many a chord when he narrated his rags to riches story. Advocating the philosophy of frugality, Velumani explained how he did not own a home despite being very rich. “As an entrepreneur I feel it is more important to grow my business and create more employment,” Velumani said.
Rahul Chandawarkar, a former newspaper editor, is a communications strategist and superactive triathlete based in Goa. He has been covering Goafests for MxMIndia since 2017.
Amazon India has kicked off the upcoming season with its campaign ‘Dil-Dimaag’. Aimed at preparing customers for the festive season, the campaign showcases the ease and convenience of shopping on Amazon.in.
Conceptualised by Leo Burnett Orchard and directed by Jerald Packiasamy of Still Waters Films, the campaign brings alive the heart and mind through twin characters in the film and showcases the eternal debate between the two when it comes to shopping online.
Said Ravi Desai, Director Mass and Brand Marketing, Amazon India: “When it comes to shopping on Amazon we see that there is a conflict between the heart and mind of consumers. There is a desire to shop on Amazon but they are held back by certain things which they are unaware of. The Dil-Dimaag campaign seeks to help customers understand our offerings better especially in categories where purchases are planned in advance. The upcoming festive season will be the biggest celebration yet on Amazon.in where customers can expect the widest selection, the best deals and maximum savings.
Video-on-demand brand Amazon Prime Video has launched a new quirky campaign created by Leo Burnett India.
Speaking about the new campaign, Ravi Desai, Amazon India, said: “At Amazon, our focus has always been the customer. Our new campaign highlights the various benefits linked to Prime Video in India. With a premise of ‘Anytime, Anywhere,’ we have kept customer benefit at the centre of the campaign, which marks the next chapter in the larger story around the popular Prime Video Couple – Rohan and Roshni. We understand the need of consumers to be unshackled from the constraints of their traditional alternatives. With a very wide library of content choice available, Prime Video empowers our consumers to define and dictate what they watch and when they watch it.â€
Speaking about the integrated campaign, Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett India, said:“We are building Amazon Prime Video as an alternate and a better choice for consumers when it comes to entertainment. Amazon Prime Video puts the viewer in command. This is reflected in our positioning – ‘India Ka Naya Primetime’. We started this journey last year by talking about the largest and the latest library, and our exclusive content. The current campaign builds on the role of the liberator further. It amplifies how Amazon Prime Video sets you free, letting you decide where to watch and when to watch your entertainment. The campaign draws from a typical banter between a couple about who is the ‘ghulam’. The phrase also works as a reference to not being a host to your entertainment.â€
Amazon Prime Video is back with a campaign that sees it promoting the video-on-demand service as the go-to place for movies and TV shows.
Executed by Leo Burnett India, the two films featuring the endearing couple Rohan and Roshini, who are symbolic of the fun, quirky young couples of today.
Speaking about the new campaign, Ravi Desai, ‎Director, Mass and Brand Marketing – ‎Amazon India, said:“We received a positive response on our first campaign that aimed at building awareness about Amazon Prime Video’s benefits to a Prime member and ‘redefining Primetime’. With the launch of our new campaign, we want to reiterate the promise of bringing the latest and exclusive content across languages and genres for Prime members while highlighting the content options available on Amazon Prime Video.â€
The film shows Rohan and Roshini sitting in a park, enjoying a TV show on their mobile. A friend of theirs spots them and begins to regale them with gossip about their neighbour. Roshini stops her in the middle of her story and asks her to watch the content on Amazon Prime Video for all the latest drama she needs.
With the launch of its Prime Video service, Amazon is ready to redefine content consumption in India. With the best content selection at your fingertips, and consumer-first product features, Amazon Prime Video unshackles consumers from the bonds of traditional entertainment consumption. To take this thought forward, the brand brought in Leo Burnett India to conceptualize its new integrated campaign – “India Ka Naya Primetimeâ€.
Speaking about the new campaign, Ravi Desai, Director Mass and Brand Marketing, Amazon India, said, “Amazon Prime Video offers consumers the ability to enjoy the very latest and exclusive content, with easy-to-use features, enabling them to take control of what they want to watch, when they want to watch and where they want to watch. We believe this campaign will work towards building awareness of this new Prime benefit, as well as bringing new consumers to Prime Video, as every content lover would be attracted to this new world of entertainment.â€
When it comes to content watching, India has evolved with content becoming its new social currency. Expectations are that content should not be limited by where consumers are, the device they are using, availability, or when they are watching. Having said that, while expectations from content have changed, we still end up consuming it the way we used to – by appointment viewing. Amazon Prime Video consumers are no longer restricted by a time slot, programming choice, or by who has control over the TV remote. They can watch latest and exclusive content, anytime they want, anywhere they want, making anytime – Primetime!
To carry this thought forward, the films feature a young couple, Rohan and Roshni, who are defined by their love for content. The characters individually have a distinct personality, and together, as a couple, give us a glimpse into their very interesting everyday lives, with entertainment enabled by Amazon Prime Video. The insight for the campaign stems from everyday fun, tongue-in-cheek moments. These moments allow for narratives created around the couple’s content watching behavior, making it relatable for anyone who loves to watch movies and shows.
