Amazon India has launched a new phase of its ‘Aur Dikhao’ campaign in partnership with WPP, bringing together WPP OpenDoor, WPP Creative and WPP Production to deliver an integrated marketing approach. The campaign is designed to strengthen Amazon’s positioning as a destination for wide selection, trend-led products and value-driven everyday shopping.
The initiative focuses on a key business challenge of shifting consumer perceptions around affordability while reinforcing the platform’s breadth of offerings. Categories such as Fashion, Beauty, Home & Kitchen and Wireless Accessories have been prioritised, given their role in driving both customer acquisition and habitual usage in e-commerce.
Built on the insight that consumers often seek more options before making a purchase decision, ‘Aur Dikhao’ turns a commonly used phrase into a behavioural platform rooted in commerce. The campaign highlights discovery, choice and value, positioning Amazon as a platform that meets expectations for variety within budget. It has been adapted for regional audiences with storytelling across Hindi, Tamil, Telugu, Kannada, Marathi and Bengali, aligning with diverse cultural contexts.
The campaign has been developed as a connected ecosystem, where media, creativity and commerce intersect to influence purchase decisions. WPP OpenDoor has led the strategy to ensure Amazon is present across high-attention environments, emerging content formats and everyday consumer journeys.
A key element of the rollout is Amazon’s presence during Indian Premier League 2026, where the brand has secured visibility across linear television and connected TV. This includes a co-powered sponsorship on CTV, placing Amazon within a widely viewed cultural property. The campaign also extends into branded content through a post-match segment titled ‘Game Changing Moments Aur Dikhao’, integrating the brand into key moments of the tournament and enhancing recall beyond traditional advertising formats.
To align with evolving content consumption, WPP OpenDoor has introduced a ‘ShopTheScene’ format, which embeds products within short episodic narratives. This approach links entertainment engagement with product discovery, reflecting the growing role of content-commerce convergence. Additionally, influencer-led storytelling is planned, with sports creators and on-air personalities expected to create short-form content tied to the theme of ‘option overload’, particularly during the IPL season.
The campaign also incorporates regional expansion strategies, including performance-led partnerships in Maharashtra and Andhra Pradesh, supported by out-of-home and cinema activations. These efforts are aimed at extending reach into Tier 2 and Tier 3 markets, where e-commerce adoption continues to grow.
Anuradha Aggarwal, director marketing and lifecycle, Amazon India, said, "We are excited to launch the new Amazon brand campaign. Our objective is to get new and infrequent e-commerce shoppers to choose Amazon for their everyday purchases. The campaign is built on the customer insight that when shopping for everyday needs, consumers want lots of trendy and stylish choices, all within their budget. ‘Aur Dikhao’ positions Amazon as offering endless selection, on-trend products and great value, brought to life through relatable narratives across age groups and life stages, with a refreshed rendition of our popular platform tailored for Hindi-speaking and South audiences."
Deep Jatkar, lead India, WPP OpenDoor, added, "The most effective platforms are often the ones consumers already own in culture. ‘Aur Dikhao’ is one such idea, familiar, intuitive and deeply human. Our role was to reimagine it for a new commerce landscape by connecting media precision, cultural moments and performance intent into a single system. The result is a campaign designed not just to drive awareness, but to influence everyday shopping behaviour at scale."
Mayur Varma, cco, 82.5, said, "While ‘Aur Dikhao’ once championed variety, this generation demands depth. This campaign brings back that iconic phrase through a multi-film marathon, proving Amazon doesn’t just have everything—it has the right everything”.
The campaign reflects WPP’s integrated model, combining media, creative and production capabilities to address business objectives through a unified approach. By linking consumer insight with cultural relevance and execution across platforms, the ‘Aur Dikhao’ platform aims to strengthen brand preference, increase engagement and build long-term shopping habits.
