Mumbai: The joy and the magic of the Indian festive season has no match. And the festivities have only gotten bigger with the onset of The Amazon Great Indian Festival.
The festive period leading up to Diwali, which includes Dussehera and Durga Puja, will be joyous for the Indian consumer for more reasons than the festivities themselves. As the consumer mood starts turning festive, this also heralds the biggest shopping season of the year. And consumers start revelling as much in the preparation for the festivals as the festival itself.
Amazon has used this as the key insight for the campaign that announces the arrival of the Great Indian Festival. The campaign #KaroMilkeTayyari, looks at the reality of our lives today – the constant hustle-bustle and family members scattered around the country, and the preparation for the festival that was once done together, now no longer being the norm. The campaign celebrates the joy of preparing together for the festive season, irrespective of where the family members are. And how Amazon plays the role of an enabler in making this happen.
One of the most unique things about this campaign is Amazon’s acknowledgement of the differences in how the festival is celebrated in different parts of India. This has manifested in the creation of two completely different campaigns, one addressing all the southern markets and a second meant for the rest of India, albeit with the same storyline.
Conceptualised by Ogilvy, Bangalore the campaign has been directed for the Southern Region by Jerald Packiaswamy of Still Water films and the campaign for the rest of India, by Anupam Misra of Crazy Few Films.
Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India: This festive season, we wanted to remind India that the lead up and preparation for any festival is just as exciting and memorable as the festival itself – an opportunity to strengthen bonds that matter. From choosing what to buy for your loved ones, renewing our homes with products that were earmarked for purchase during the next Dusshera / Diwali, and buying products specifically required for the festival itself, preparations play a critical role in making the festive taiyarri memorable. Through our campaign, we want to urge people to take time off and invest it in creating memories with their loved ones. Brand Amazon always attempts to tell a story that our customers feel connected with, in a manner that is simple and relatable based on real Indian insights. While Amazon India is a preferred destination for most people for their shopping, #KaroMilkeTayyari aims to remind people of the importance of the human connect, whilst we take care of your shopping needs.
Azazul Haque, Chief Creative Officer, Ogilvy Bangalore: In India festivals are not just a one-day event. And especially in this festive period, the preparations for the festival are as important and exciting as the day of festival itself. And being together in these festive preparations is as important as being together for the festival.
But in the new social fabric the families are now scattered all over. And preparing together and being together with family on festivals nowadays looks like a Herculean task.
And online shopping gives us the possibility of shopping together even if we are not together. So we thought of proposing the idea of preparing together for the festivals through Amazon even if one is physically not present with other family members.
The TVC campaign is episodic and tells the story of how a family gets the joy of preparing together and finally manages to celebrate the festival together through Amazon. The storytelling is emotional in nature and we hope various stories and films of the campaign will move the audiences enough to be together and prepare together and make Amazon almost a family member who is as much a part of the preparations as the other members are.
Kiran Ramamurthy, Executive Vice President, Ogilvy Bangalore: In a festival-rich milieu, it is a challenge to find an insight that is fresh. And when, during consumer immersions, we discovered this rich territory of the joy of the festival getting magnified by the planning and preparation leading up to it, we knew we were on to something. The icing on the cake for this campaign has been in responding to the client mandate of finding two distinct region-specific expressions of the campaign.
Led by TVCs, the campaign also includes digital, print, outdoor and radio.
Azazul Haque and Mahesh Gharat, Chief Creative Officers, Ogilvy South
Kiran Ramamurthy, Executive VP
Sreenesh Bhat, Senior VP – Planning
Mukesh Kumar, Deepesh Rajani, Deepak Tammaiah, Gururaj Biradar, Swetha Ajit
Planning team:Shreyaa Ranjan
Client Servicing Team:Kamala Gowri, Abhijna E Rao
Ravi Arun Desai – Director, Mass and Brand Marketing, Amazon India
Satheesh Raman – Sr. Brand Manager
Varun Bhardwaj – Sr. Brand Manager