Online marketplace Amazon India has unveiled a campaign, ‘Inn Dibbon mein kya hai’, inspired from real slice-of-life moments, striking an emotional chord while highlighting the resilience demonstrated by customers in adapting to a new way of life. This film is an ode celebrating the testimony of the customers in their endeavour to pave way for a new normal.
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The campaign features a series of situations peppered with insightful observations from the new way of living. It acknowledges that life, as we once knew, has changed. In this changing scenario, the meaning of things, our possessions too, have transformed. An ordinary mop and copper are ways to share chores for a young couple and a laptop is an online school for a girl. The question ‘Inn Dibbon mein kya hai’ is answered by the emotional connections these purchases stir. While the film showcases Amazon’s wide selection, safety, best practices, delivery and assurance, its high point is heart strings it touches. The intent behind the campaign is to give the brand a real human form— a partner rather than a provider.
Conceptualised by team Ogilvy Bangalore, the ‘Inn Dibbon mein kya hai’ film is directed by Afshan from Good Morning Films. The campaign evocatively dovetails with Amazon India’s intent of partnering its consumers in this new normal. All the while making customers aware about the vast selection on Amazon.in with safe and reliable delivery. The campaign includes TVCs and short content for customers across India.
Ravi Desai, Director Mass and Brand Marketing, Amazon India, said, “The last few months have transformed the way we all live and each one of us is embracing change and making many new beginnings...some big…some small. We see this intervention as more than just a campaign from Amazon, but as an ode, a salute to this spirit of optimism and human tenacity — finding moments of joy and togetherness during these times. It also very humbly reminds us of the privilege and the responsibility Amazon has to serve our customers, and be an ally in their new beginnings. The quintessential Amazon Box ceases to be just a carrier of something you ordered, transcending to a larger purpose of delivering happiness safely, with the trust that millions of customers have placed in Amazon.in.”
N Ramamoorthi, President, Ogilvy South, said, “What unites all of us during this tough time is hope — for newer beginnings and for better times ahead. Little things symbolise new beginnings, be it the new laptop for a daughter or a mobile phone for a parent. That’s where Amazon and its wide selection across categories come in — as a brand that enables our search for new beginnings by delivering these symbols of hope when we need it the most.”
Kamala Gowri, VP, Ogilvy South, said, “In a time when we are trying to learn to live the new normal, this campaign beautifully brings out the role and relevance of Amazon in our lives. It also demonstrates how Amazon has touched the lives of people in this country."
S M Talha Nazim, Executive Creative Director, Ogilvy Bangalore, said, “In these uncertain times, Amazon is not just another e-commerce platform. Rather, it is a thoughtful partner that intends to deliver hope and joy to all of us. This is what the campaign so beautifully captures.”
Divya Bhatia, Group Creative Director Bangalore and Scriptwriter, said, “This campaign is a heartfelt attempt to embrace our new life. An attempt to infuse it with meaning, warmth where everything we own sparks joy.”
Client: Amazon India
Agency: Ogilvy, Bengaluru
CCOs India: Harshad Rajadhyaksha, Kainaz Karmarkar, Sukesh Nayak
Chief Creative Officer, Ogilvy South: Mahesh Gharat , Kiran Anthony
Executive Creative Director, Ogilvy South: S M Talha Nazim
Creative Team: Divya Bhatia, Priyanka Mukherjee
President, Ogilvy South: N Ramamoorthi
Vice-President, Ogilvy South: Kamala Gowri V
Head of Planning, Ogilvy South: Anirban Roy
Account Management: Nayantara Dasgupta
Planning Team: Barsha Chakraborty, Sumana Suresh
Production House: Good Morning Films Director: Afshan Hussain Shaikh