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Amazon Karigar showcases journey of Karigars that romances the intricacies of finest detailing in every craft

Conceptualised by Ogilvy India, South, the campaign aims to bring forth the Karigari (craftmanship) by giving them the Amazon Karigar platform to showcase their products. A platform where people from across India can access Karigari from every corner of India

Click on the Image to watch the TVC.

Amazon Karigar’s new campaign ‘Handcrafted, with love’ is a heartfelt tribute to hands that create a world for the world to look up and take notice. The artistry dripping from these hands has been beautifully captured in the campaign.

The campaign takes you into the magical world of Karigars (craftsmen) where their hands create wonders day in and day out. It transports you to a magnum opus journey of Karigars that romances the intricacies of the finest detailing in every craft. So, sit back and enjoy the exhibition of artistry on display brought to you from different corners of India.

This campaign aims to bring forth the Karigari (craftmanship) by giving them the Amazon Karigar platform to showcase their products. A platform where people from across India can access Karigari from every nook and corner of India.  

Conceptualised by Team Ogilvy India, South, the ‘Handcrafted, with love’ campaign is directed by Rajesh and Vidya for Lucifer Films.  

Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, said, “I applaud Amazon’s effort to recognise the artists and the artisans that have made India famous for centuries. As a child I have been exposed to artists of various kinds due to the involvement of my sisters who wanted to promote fine artistes of every kind including folk musicians. And as a partner to famous Indian businesses like Pidilite (promoters of furniture artists) and Asian Paints (as promoters of the use of colour and paint in Indian household and cultures), I am delighted by the effort of Amazon and my colleagues in Ogilvy South as well as the film makers who did ample justice to the magnificent heritage of art and craft in various parts of India.”

Pranav Bhasin, Director, MSME and Selling Partner Experience at Amazon India, said, “Karigar was launched by Amazon India in 2016 to enable artisan and weaver communities to benefit from e-commerce, and grow and scale their businesses in the process. The programme has positively impacted lives of over 10 lakhs sellers that include weavers, artisans and craftsmen, and today over 60,000 products, including 270+ unique arts and crafts from over 20 states are showcased Karigar storefront on ‘Handcrafted, with love’ is an ode to the undying spirit and exquisite skills of Karigars, artisans and weavers, many of whom are helping keep various art forms alive.”

Mahesh Gharat, Chief Creative Officer, Ogilvy India, South, “The association of Amazon with Karigars from across India goes a long way. Over 10 lakh Karigars make lakhs of products and Amazon wanted to introduce these Karigari to consumers. Varun Bharadwaj, our client, saw the bigness of the idea and had the vision to make it big. That’s why he kept the brief simple – ‘tell the world the magic our Karigars weave with their hands, day in and day out.’ That’s when we realised, whatever piece the Karigars put their hands on to create, it’s nothing short of poetry. So why not create a film which in itself is poetry in motion. That’s when we deep dived into their world, their craft and created five different worlds where our Karigars operate. But that wasn’t enough. The idea was to tie these visuals with a magical storytelling and who better than the Karigar of words –Gulzar Saab. He helped us describe these five different worlds with his spectacular poem and voice in the most Gulzar way. Also, the creation of the set of five different worlds wouldn’t have been possible without the vision of Rajesh, Vidya and Gaurav and most of all the craft of production designer Sabu Cyril. These are the ones who brought the entire vision alive. When all of this came together, it seamlessly brought out the visual drama packed with oodles of emotion that pay a fitting tribute to our Karigars.” 


Client: Amazon Sellers India  

Brand Team: Varun Bharadwaj, Anjori Arora, Siddharth Samant 

Agency: Ogilvy South (India)  

Chief Creative Officers Ogilvy India: Harshad Rajadhyaksha, Kainaz Karmarkar, Sukesh Nayak  

Chief Creative Officers, Ogilvy South: Mahesh Gharat, Kiran Anthony          

Group Creative Director: Muki Sablania 

Creative Team: Harshad Salian, Gururaj Biradar, Prem Thyagarajan  

President, Ogilvy South: N. Ramamoorthi 

Vice-President, Ogilvy South: Kamala Gowri V  

Account Management: Nikhil Nair  

Head of Planning, Ogilvy South: Anirban Roy 

Planning: Barsha Chakraborty, Divyoshri Chatterjee   

Production House: Lucifer Circus  

Director: Rajesh & Vidya 

Executive Producer: Gaurav Chanana 

Lyrics & Voice:  Gulzar Saab 

Production Designer: Sabu Cyril

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