Ogilvy India has created a campaign for Amazon India, in which the company is encouraging people to consider the variety of products available on its platform by asking “Aaj Kya Khareeda?”
The campaign highlights Amazon’s shopping experience by taking a counterintuitive stand against the natural excitement that people feel at the arrival of the iconic brown delivery boxes. The campaign further highlights that the platform not only delivers the big-ticket items but also their mundane but equally necessary everyday articles, i.e. “Roz ka Samaan”
The campaign comprises of four films on TV and digital along with several multi touchpoint activations on Outdoor, influencers etc. The films, directed by Aarti Desai of Caffeine Films, have been crafted around enjoyable, slice of life moments that resonate with customers across age groups and markets.
Speaking about the campaign, Neville Shah, Senior Executive Creative Director, Ogilvy said, “There is so much excitement when we get something in a box at home. But is it just as exciting, if it’s regular everyday things? Maybe not as much. The stories rely on the charming anticlimax, to remind people that Amazon.in has simple everyday things. Exciting. Perhaps just as much.”
Talking about the campaign, Ravi Desai, Director, Mass, and Brand Marketing – Amazon India, commented, “Our new campaign ‘Aaj Kya Khareeda’ reinforces Amazon as an everyday shopping destination that caters to daily requirements and needs of our customers. We want to simplify our customers life and be the shopping partner that helps you buy products from a wide selection spread across numerous categories, get reliable delivery and customer care, thus leading to a delightful shopping experience.”
View the films here:
Brand Marketing Team:
Director Mass & Brand Marketing – Ravi Desai
Head of Marketing – Anirban Roy
Sr Brand Manager – Aashita Sharma
Brand Manager – Sahil Sharma
Agency Credits:
Chief Creative Officers, Ogilvy India: Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Senior Executive Creative Director: Neville Shah
Creative: Yogesh Pradhan, Minal Phatak, Chirayu Palande, Archana Singh, Arushi Redij & Praveen Chavan
President & Head of office, Ogilvy Mumbai: VR Rajesh
Head of Planning, Ogilvy Mumbai: Ganapathy Balagopalan
Account Planning: Rahul Megharaj & Namrata Arora
Account Management: Nikhil Mohan, Shriya Sengupta, Savni Kenkre & Minal Singh
Production House:
Director: Aarati Desai
Executive Producer: Shahzad Bhagwagar
Producer: Norten Menezes
