Amazon India announced plans to expand its consumer awareness campaign – Mission GraHAQ – to the North Eastern states. The initiative is part of the ecommerce company’s efforts to educate consumers about online shopping, and help build a trustworthy experience for digital shoppers.
Amazon plans to use radio for this phase of Mission GraHAQ. will produce interactive radio programmes that will be broadcast thrice a week on All India Radio’s 29 radio stations in the North East region in nine local languages.
Amazon is looking to extend the programme to the states of Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim and Tripura.
“I commend Amazon India for its proactive initiatives aimed at enhancing consumer awareness regarding their rights and safety in the realm of online shopping. Utilising radio broadcasts and delivering messages in local languages will empower consumers to fully comprehend the nuances of online shopping, fostering a deeper understanding of critical elements such as product information, online payments, grievance redressal, and consumer responsibilities,” said Rohit Kumar Singh, Secretary, Ministry of Consumer Affairs, Food And Public Distribution.
“At Amazon, our obsession with customers motivates us to ensure a trustworthy and safe online shopping experience. Our customers are central to our efforts and we are committed to maintaining an online shopping environment that is convenient, rewarding and safe,” said Chetan Krishnaswamy, Vice President of Public Policy, Amazon India.
“The Mission GraHAQ campaign embodies our commitment to educate consumers about their rights and empower them to make well-informed purchase decisions. Consumers in North Eastern states are embracing online shopping at a fast clip, thanks to increased choice and convenience, and we want to spread our message to as many of them as possible leveraging the strong reach of All India Radio.”
The three-month campaign was launched on All India Radio on October 31 and radio spots will be aired in Hindi, Bengali, Assamese, Nagamese, Garo, Khasi, Nepali, Manipuri and Mizo.
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