Mumbai: In a strategic shift in its brand narrative, Amazon India has launched its latest campaign titled ‘From Everything Store to Everyday Store’, developed in collaboration with Ogilvy. This campaign marks a conscious evolution in Amazon’s communication—from being perceived solely as a destination for everything, to becoming a trusted partner in everyday life. The campaign is underpinned by the brand’s renewed promise: ‘Har Din Behtar’ (Every Day Better).
By rooting itself in the everyday choices and aspirations of consumers, Amazon aims to build deeper resonance with Indian households, positioning itself not just as a marketplace, but as a catalyst in helping people make daily life simpler, better, and more joyful.
“At the heart of this shift is a simple, universal truth: Every choice we make is driven by the desire to do better for ourselves and for those we care about,” states the campaign note. “Whether it’s a small upgrade, a joyful indulgence, or a daily essential that makes life easier, it’s these everyday efforts that slowly shape a better life.”
Campaign Highlights:
The brand rollout began with a heartwarming thematic film centred around the familiar, light-hearted rivalry between neighbours. What starts as a series of one-upmanship evolves into genuine friendship, capturing how small everyday actions lead to meaningful change. The storytelling is emotional, rooted, and aspirational, drawing a clear parallel to Amazon’s evolving role in the lives of its users.
This thematic narrative is further reinforced through three relatable slice-of-life films that showcase:
- PG aunty stepping out of her comfort zone to bond with her tenant girls, thanks to budget-friendly finds under ₹300.
- A grandson’s thoughtful gesture to brighten his grandfather’s day using well-reviewed products.
- A father’s innovative hack to get his kids to eat vegetables, made easier with Amazon’s curated and innovative offerings.
These films land Amazon’s value proposition in simple, real-life contexts—leveraging RTBs like affordability, product innovation, and crores of trusted reviews.
Pragya Sharma, Director – Growth and Consumer Marketing, Amazon India, commented on the campaign’s intent, “Today’s India is not for the fainthearted. It is where rising expectations are being met with expanding opportunities. We love this about India because it reflects the culture that has been a north star for Amazon since the first day of the launch of our e-commerce marketplace in the country. Customer obsession is at the centre of everything we do, it is what keeps us curious, nimble, and innovative. We love that our customers’ expectations are never static and always rising. It reminds us to not just respond to customers’ needs but anticipate them as well. With ‘Har Din Behtar’, we are not only acknowledging this spirit of relentless improvement, we also aim to match it by enhancing selection, speed, and service quality daily.”
The brand’s communication shift aligns closely with its long-standing philosophy of customer obsession, blending emotional intelligence with everyday utility to drive stronger engagement and trust.
Sukesh Nayak, Chief Creative Officer – Ogilvy India, elaborated on the creative direction, “Amazon as a brand has always been known as the ultimate online shopping destination in India – an everything store. With this campaign, we’ve added heart to what Amazon stands for. Evolving to become an everyday partner for all of life’s little-big moments. Through our films, we’ve shown how Amazon supports you in turning your small daily goals into big, beautiful wins. Helping you really make every day better.”
With ‘Har Din Behtar’, Amazon India is not only telling stories—it’s reshaping how it’s seen and experienced by millions across the country. From browsing to better living, Amazon is aiming to be a trusted, everyday ally in India’s evolving lifestyle landscape.
