There is a certain touch of familiarity to the Amazon campaigns created for India. The online retailer — working on insight into the Indian shopper’s mindset which was first noticed in its ‘Aur Dikhao’ campaign and can now be seen in its latest ‘We Indians’ series of ads — is looking to create a niche in the market by making itself identifiable to Indian customers.
The new series celebrates the various quirks of us Indians — many of which will seem familiar and recognisable to most of us — and ties them back to the brand’s value proposition such as originality of products, return policy and faster delivery.
Commenting on the campaign launch, an Amazon India spokesperson says, “Our brand always tells a story that customers feel connected to and in a manner that is simple to understand and relevant. It’s about being a part of their lives at the right time and at the right place. On the same lines, our new campaign theme #WeIndians conveys many benefits that Indian consumers seek while making their purchase decisions including original and genuine products, convenience of easy returns and experience of fast and on-time delivery. As always, the new campaign takes the route of everyday situations in an Indian consumer’s life and the customer’s intrinsic responses to these situations. Continuing with Amazon.in’s trademark desi style, #WeIndians campaign effectively celebrates Indian style using interesting narratives.”
The campaign, conceptualised by Leo Burnett’s Orchard Advertising, features a series of films that talk about Amazon’s critical customer benefits. Explaining the concept behind the campaign, Raj Deepak Das, chief creative officer, The Leo Group India, says, “All our campaigns for Amazon have focussed on insights that tell us about the psyche of the Indian shopper. Truths about the Indian consumer that are never spoken about but are so evidently seen in daily life situations.” He adds, “The idea of #WeIndians emerged from Amazon’s strong understanding of the Indian consumer that has led to an experience that is top quality and unmatched in the online shopping space. The campaign showcases Indian consumer’s many quirks in day-to-day life situations.”
Neha Contractor, senior, vice-president and branch head, Orchard Bangalore, says, “We are proud to partner with Amazon on their journey of building the brand and leveraging rich Indian insights from #AurDhikhao to #TryTohKar, #Apni Dukaan and now #WeIndians.
BW Reporters
The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
