Ignore conflict of heart and mind, explore Amazon's festive season offers

Online marketplace Amazon India has kicked off its ‘Dil-Dimaag’ campaign, preparing customers for the festive season. The three TVCs showcase the ease and convenience of shopping smartphones, home appliances, kitchen and fashion products on Amazon.in.

Each TVC starts with the customer’s dilemma between the heart and the mind, highlighting the various benefits of buying on Amazon such as wide range of top brands, scheduled and damage-free delivery, 48-hour installation and 30-day return policy. The campaign seeks to establish Amazon.in as the preferred choice for customers buying needs, be it festive shopping or daily essentials.

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.

Ravi Desai, Director Mass and Brand Marketing, Amazon India said, “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.”

“As a lead-up to the festive season, our campaign seeks to provide information and clear doubts as our customers prepare their shopping lists. This season is going to be our biggest ever in terms of traffic, new customers, digital payment adoption as well as sales,” said Desai.

Neel Roy, Executive Creative Director, Leo Burnett Orchard, said, “Each of the stories we chose to execute is based on insights into various concerns with online shopping. Your mind and heart are always in a state of conflict. When doubts get clarified with logical answers, decision-making becomes easy. So we chose a simple storytelling format with a small twist. We told these stories using twins. It was a fun way to execute ‘Dil and Dimaag’ that conveyed our intended message that when both mind and heart agree, your decision becomes a whole lot easier.”

The TVCs:

Large appliances store TVC:

Home and kitchen store TVC:

Fashion store TVC:

Credits:

Agency Name: Leo Burnett Orchard

Executive Creative Director: Neel Roy

Creative Team: Siddharth Shervegar, Maitri Ramkumar

Chief Operating Officer: Prashanth Challapalli

National Head of Strategy: Rohitash Shrivastava

Executive Vice-President and Branch Head, Bengaluru: Menaka Menon

Account Management: Crystal Carvalho and Syed Nabeel

Strategy Team: Priyanka Krishnan

Production House: Still Waters Films

Director: Jerald Packiasamy

Executive Producer: Preeti Machat

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