The campaign, conceptualized and executed by Orchard Advertising, highlights the advantages of shopping on Amazon.in
BestMediaInfo Bureau | Mumbai | April 19, 2016
E-commerce major, Amazon India, is back with another quirky commercial. After its popular âAur dikhaoâ campaign last year, the brand shifted focus to building trust, this year. It is seeking the trust, that existing consumers have on the e-commerce platform, from prospective customers.
Having spent about three years in India, the brand seems to have acquired a familiarity with the personality quirks that Indians are known for. The brand chooses to celebrate those quirks, like the constant obsession of shoppers for genuine products, be it a currency note or a shopping item and the Indian propensity to jump the queue.
A commercial, conceptualized and executed by Orchard Advertising, of The Leo Burnett Group India, effortlessly highlights the brandâs promise of 100 per cent original products, easy returns, fast and on-time delivery and many other customer centric benefits to inspire trust in the brand. The value conscious Indian always wants to know the worth of what he was paying for.
Amazon.inâs new film, âWe Indians love Asli (original)â depicts exactly these attitudes in Indians, through everyday situations, in which people check the authenticity of a 500 rupee note or the quality of a coconut, by shaking it against oneâs ear to listen to the sound of the coconut water inside. They sit on the couch for sale inside a furniture store to examine the product despite there being a âplease do not sitâ sign on it.
The film links the Indian customersâ love for âAsliâ (original) to 100 per cent original products offered on Amazon.in. The TVC ends with a voice in the background saying, âWe Indians love Asli, 100 per cent original products on Amazon.in.â
The second film, âWe Indians love Jaldiâ, celebrates the âlive in the momentâ attitude, as itâs all about here and now. It shows the fast- paced life in metro cities and tier II towns, where a man in a hurry, tries to gobble up an extremely hot âvadaâ. It shows a Pandit (priest), being rushed to complete wedding rituals and a man quickly dropping a handkerchief through the window of a bus to reserve a seat.
The film connects the Indian consumerâs love for âJaldiâ (speed) to the Fast and On-time delivery service offered by Amazon. The TVC ends with a voice saying, âWe Indians Love Jaldi, fast and on-time delivery on Amazon.in.â
Commenting on the launch of the campaign, an Amazon India spokesperson said, âOur brand always tells a story that the customers feel connected to and in a manner that is simple to understand and relevant. Itâs 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.
âAs always, the new campaign takes the route of everyday situations in an Indian consumerâs life and the customerâs intrinsic responses to these situations,â the spokesperson went on to say, adding, âContinuing with Amazon.inâs 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.â
Elaborating on the thought process behind the campaign, RajDeepak Das, Chief Creative Officer, The Leo Group India, said, âAll our campaigns for Amazon have focused 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.â
Â âThe idea of #WeIndians emerged from the fact that Amazonâs strong understanding of the Indian consumer has led to an experience that is top quality and unmatched in the online shopping space,â Das said, adding, âThe campaign showcases the Indian consumerâs many quirks in day-to-day life situations. It uses real people, real locations and situations that land a smile on your face.â
Â Neha Contractor, Senior, Vice President and Branch Head, Orchard Bangalore, said, âWe 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 WeIndians, we have created a strong slice of life connect with the Indian consumer, driving top-of-mind recall by staying true to the brandâs customer-centric approach.â
Client: Amazon India
Creative agency: Orchard Advertising P. Ltd (Part of the Leo Burnett India Group)
Senior Marketing Manager: Sumit Kapoor
CCO: Rajdeepak Das
Chief Operating Officer: Kaizad Pardiwalla
ECD: Neel Roy
Creative: Pradeep Kumar, Abhijit Kundu, Raj Joshi
Strategy: Lubna Khan
Senior Vice President and Branch Head: Neha H. Contractor
Account Management: Savvy Durham, Sangeetha Thomas
Agency Films Producer: Aditya Gouder
Production House: Chrome Pictures P. Ltd.
Director: Amit Sharma
Producer: Poonam Wahi
Music: Abhishek Arora
DOP: Sanu Varghese?