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Amazon India revels in spirit of #WeIndians

The campaign, conceptualized and executed by Orchard Advertising, highlights the advantages of shopping on

BestMediaInfo Bureau | Mumbai | April 19, 2016

Click on the image to watch the TVC. Click on the image to watch the TVC.

E-commerce major, Amazon India, is back with another quirky commercial. After its popular ‘Aur dikhao’ 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 brand’s 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.’s new film, ‘We Indians love Asli (original)’ 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 one’s 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 ‘please do not sit’ sign on it.

The film links the Indian customers’ love for ‘Asli’ (original) to 100 per cent original products offered on The TVC ends with a voice in the background saying, “We Indians love Asli, 100 per cent original products on”

The second film, ‘We Indians love Jaldi’, celebrates the ‘live in the moment’ attitude, as it’s 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 ‘vada’. 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 consumer’s love for ‘Jaldi’ (speed) to the Fast and On-time delivery service offered by Amazon. The TVC ends with a voice saying, “We Indians Love Jaldi, fast and on-time delivery on”

Commenting on the launch of the campaign, an 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,” the spokesperson went on to say, adding, “Continuing with’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 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 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.”

 “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,” Das said, adding, “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, said, “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 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.”

The TVCs:




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?

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