India Sings to the Tune of Amazon India - Aur Dikhao, Aur Dikhao!
Amazon India recently launched a new campaign highlighting its tremendous strength in product offering of more than 2 crore products online. With this campaign, Amazon India takes the joy of online shopping to another level.
Consumers in India always demand more and more options to choose across product types and categories. To create a strong impact in the minds of consumers and build its position in the market of having the largest product portfolio, Amazon India looks at the simple insight of “Aur Dikhao” or ‘show me more’ by stating that the real fun of shopping is in the choosing.
Director Amin Shimin of Chak De India fame succeeds in showcasing the Aur Dikhao attitude of Indian consumers and brings alive the fun of choosing in an Indian cultural context. The film depicts various insights and instances in a humourous manner, where consumers demand more options by chanting, “Aur Dikhao, Aur Dikhao”.
Manish Kalra, director, integrated marketing, Amazon India, says, “Offering customers a wide choice and a destination where they can find, discover and buy anything that they desire to online has been one of our key strategic pillars. Our selection growth in India over the last 22 plus months of launching our India operation has been phenomenal and today we are able to offer customers a wide choice over 22 million products across hundreds of categories to choose from.”
“We have taken this as an inspiration and used it to show the unending selection of products that Amazon India has to offer through the new campaign. We believe that the term ‘Aur Dikhao’ will resonate with shoppers in India who love to have more choice,” he said.
RajDeepak Das, chief creative officer, Leo Burnett, adds, “The Aur Dikhao campaign portrays real life elements and reemphasizes that we Indian consumers love to review as many options before the final purchase decision. We have limited budgets, but we all want to see unlimited options. “Aur Dikhao, Aur Dikhao” is the raw truth that has been portrayed. The characters are real; no perfect models or perfect homes. It’s real and identifiable the way Amazon India is. The campaign successfully establishes Amazon India as a brand that consumers would love to shop from.”
Bollywood music composer Ram Sampath creates a soundtrack that brings alive the diversity of Indian sounds, ensuring a pan-India appeal.
The film, which went live on April 1, will be supported by digital and other traditional mediums. Since its launch in June 2013, Amazon’s marketplace - www.amazon.in has grown to be India’s largest store with over 22 million products from a continually growing base of thousands of small and medium-sized businesses, serving millions of customers across India.