MUMBAI: Amazon India has released a new ad film ahead of the upcoming Great Freedom Sale, spotlighting the many different ways Indian consumers shop during a big sale. The film has been conceptualised by Schbang.
Rather than a straightforward sale announcement, the film is built around a simple, relatable truth: no two shoppers approach a sale the same way.
The film brings familiar shopper types to life: the one who waits patiently for the sale to go live, the tol-mol shopper who won’t check out until every coupon and cashback is stacked in, the deal-pe-deal shopper who can’t stop adding one more good deal to the cart, and the FOMO shopper refreshing the app so they don’t miss out. By capturing these behaviours with humour, the film turns a sale announcement into something audiences recognise in themselves.
The idea also plays on Amazon’s own identity, the arrow from A to Z in its logo. The film runs through an A-to-Z of shoppers and products, closing on one message: there’s a deal for every shopper, this Great Freedom Sale.
Meet Shah, Creative Director – Copy at Schbang, added: “We didn’t want another film that just lists out deals. Once we started mapping how differently people actually shop, from the tol-mol shopper to the one who can’t stop at one deal, the idea of shopper personas felt like the most honest way to tell this story, and pairing it with Amazon’s own A-to-Z promise made it click into place.”
The ad film is live on YouTube in the lead-up to the Great Freedom Sale.
