Mumbai: Amid intensifying competition in the ultra-fast delivery space, Amazon India has rolled out a nationwide integrated campaign for Amazon Now, its delivery service that promises fulfillment within minutes. Created in partnership with WPP OpenDoor, the campaign is built around the proposition ‘Fast Now. Fayda Now.’ and aims to position speed and value as complementary drivers of everyday convenience.
The campaign marks Amazon Now’s large-scale consumer push and combines television, digital and out-of-home (OOH) media to create visibility across key consumer touchpoints.
The campaign made its debut during the Indian Premier League (IPL), leveraging premium placements across marquee matches to introduce Amazon Now’s ultra-fast delivery proposition to millions of households. The television and Connected TV (CTV) rollout is being supported by digital video formats designed to maintain engagement with urban, digitally connected audiences.
Extending beyond screens, the campaign also includes a widespread OOH presence across priority markets, featuring large-format billboards, transit media and interactive digital out-of-home (DOOH) installations in high-footfall locations.
Through the ‘Fast Now. Fayda Now.’ narrative, Amazon Now aims to position ultra-fast delivery as more than speed alone—emphasising convenience, savings and reliability for everyday purchases.
Commenting on the campaign, Anuradha Aggarwal, Director and CMO, Amazon India, said, “Ultra-fast delivery today is not just about getting orders to customers within minutes — it’s about making that experience consistently convenient, reliable and rewarding. With Amazon Now, our focus is on delivering value that goes beyond delivery timelines — through cashback, no extra charges and transparent pricing. ‘Fast Now. Fayda Now.’ brings this proposition to life, making the benefit of ultra-fast deliveries feel immediate, relatable and valuable in everyday moments.”
Speaking about the strategy behind the campaign, Deepa Jatkar, Lead India, WPP OpenDoor said, “With ‘Fast Now. Fayda Now.’, we are not just launching a service; we are redefining how speed translates into everyday value for the Indian consumer. Quick commerce is inherently high-intent but to win, a brand must move beyond functional delivery metrics and build emotional utility. By integrating high-attention sporting moments like the IPL with high-impact outdoor visibility in priority zones, we have built a media ecosystem where physical presence meets digital precision. The strategy ensures that Amazon Now is not just seen but integrated into the daily routines and immediate needs of urban consumers, turning instant delivery into an indispensable daily advantage.”
Adding a creative perspective, Anuraag Khandelwal, CCO, 82.5 India said, “The brief was simple -, how do you make a promise that’s impossible to ignore? ‘Fast Now. Fayda Now. Amazon Now.’ does that by leaning into a behaviour that’s deeply Indian yet universally human: comparison. From q-com apps to delivery expectations, consumers are constantly weighing experiences against each other. Instead of hiding from that, we leaned right into it with humour, relatability and unmistakable Amazon honesty. This is modern advertising at its best – culturally fluent creativity seamlessly integrated across media, production, mainline and digital, all working together at scale through WPP.”
The campaign reflects Amazon India’s continued investment in quick commerce while highlighting WPP OpenDoor’s integrated approach to media, audience insight and creative execution to build relevance across multiple consumer moments.
