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Amazon launches The Great Indian Festival’s campaign with a bang

Conceptualised by Ogilvy, the campaign, ‘Ab India ki khushiyon ke beech budget nahin ayeega’, captures the tussle between working desires around tight budgets and showcases the benefits offered by budget-busting solutions

Click on the image to watch the TVC.

Amazon India has unveiled its campaign, ‘Ab India ki khushiyon ke beech budget nahin ayeega’, for the Amazon Great Indian Festival. Conceptualised by Ogilvy, this year’s festive campaign is all about quashing budget woes and making festive shopping possible for everyone by fulfilling everyone’s shopping lists.

Amazon.in has picked up something that is peculiarly Indian in this campaign — a band, which is a symbol of celebration and happiness. It has created an Amazon Great Indian Band which rings in the celebration, bringing with it the news of the Amazon Great India Festival busting budget woes for shoppers across the country.

The TVCs beautifully captures the tussle between working desires around tight budgets, showcasing the value benefit offered by budget-busting solutions. The campaign also highlights availability of these offers across key categories like smartphones, fashion, large appliances and home and kitchen products.

Ravi Desai, Director Mass and Brand Marketing, Amazon India, said, “It is that time of the year again when the country looks forward to its biggest festival. As a common practice, families make long lists of desired items and then unwillingly save some for later as budgets don’t allow them to fulfil all their desires. More often, it is the person who spends for everyone else, who ends up sacrificing his/her own happiness. Inspired from these insights, we launched the campaign ‘Ab India ki khushiyon ke beech budget nahin ayeega’, positioning Amazon.in as the one-stop-shop that makes shopping more affordable, accessible and within the reach of every family’s festive budget.”

Azazul Haque, Chief Creative Officer, Ogilvy South, said, “One of India’s biggest sales has to have one of the loudest bangs. And to create the big bang, we thought of creating the Amazon Indian Festival Band. The idea emerged from the brief, which was to develop a campaign on the festival insight where budgets never match our festival shopping lists. From buying the best electronics goods to branded fashion, we all wish to stretch our budgets. And the Great Indian Festival does exactly that. It makes your festival budget look bigger because of the big offers and deals. This campaign conveys that a limited budget does not hinder the festivities or your happiness.”

Amazon.in will offer unique programs that will help customers shop without hesitation. These include Amazon Pay EMI, No-cost EMI, EMI on Credit and Debit Cards, instant bank discounts and many more.

Campaign links:






Client: Amazon India

Agency: Ogilvy

CCO South: Azazul Haque and Mahesh Gharat

Creative team: Nilay Moonje, Souvik Banerjee, Sameer Gupta,

S. Syamkumar, Sujith Bose

Account Management: Kiran Ramamurthy, Kamala Gowri, Ajay Kumar, Manju Mary Thomas, N.V. Subhramani

Planning Team: Prem Narayan, Anirban Roy

 Director for North: Koushik Sarkar, Apostrophe Films

Director for South: Krishnakumar R, Black Box Films


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