Amazon India communicates value of relationships and trust in new spot

E-commerce platform Amazon India has unveiled its latest campaign, ‘Apno ka Saath’, bringing alive Amazon.in’s ‘trusted, one stop shop’ ethos. The campaign reassures that genuine support can always lead to breakthroughs, thereby communicating the value of relationships and trust.

The story revolves around two brothers who aim to set up a home tuition centre in a small town. Their entrepreneurial venture presents various challenges — from looking for the right infrastructure to finding the apt mathematics textbooks, much to the dismay of the elder brother. While the elder one frets, the younger brother conveniently finds and orders everything from Amazon.in, eventually realising their shared vision. This leads them to believe that with ‘Apno ka Saath,’ you can make anything happen and Amazon.in is ‘Aapki Apni Dukaan,’ ensuring that every need will be taken care of.

Conceptualised by Ogilvy, the ‘Apno ka Saath’ campaign highlights products across categories, convenience of shopping and reliable delivery in a subtle, non-intrusive style.  The campaign will be rolled out across TV, digital and OOH media in seven languages — Tamil, Telugu, Kannada, Malayalam, Hindi, Marathi and Bengali.

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

N Ramamoorthi, President-Ogilvy Group Companies, South, said, “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 its ‘apni dukaan’ position plays in the lives of customers.”

Hindi Master

Film 1:

Film 2:

Tamil Master

Credits:

Agency: Ogilvy

Vice-Chairman India and COO S.E. Asia: Sonal Dabral

Chief Creative Officer: Sukesh Nayak

Creative Team: Nilay Moonje, Souvik Banerjee, Sameer Gupta, Vismay Rajendra, Sujith Bose, S. Syamkumar

Account Management Team: N Ramamoorrthi, Kiran Ramamurthy, Kamala Gowri, Ajay Kumar, Tulika Sahu

Planning: Anirban Roy, Prashant Halbe

Production House: RPF (North) Blackbox (south)            

Director: Suresh Triveni (north); Krishna Kumar (south)

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