Amazon India today has launched an extension of its ‘Apno ka Saath’ campaign, which builds on the brand's 'one-stop shop' positioning.
The films conceptualised by Ogilvy show the story of a family of three (a man, his wife and his brother).
One film (above) shows the younger brother buying clothes for his friend on Amazon. The sister-in-law asks him what will he do if the clothes don't fit his friend, to which he responds that Amazon has a 30-day return policy.
The other films shows how Amazon offers free installation for appliances such as washing machines and the range of kitchen appliances available on the platform.
Ravi Desai, director - mass and brand marketing, Amazon India, said, “Be it conversations around food or the weather, with our ‘Apno ka Saath’ campaign, we have tried to weave in stories that every household in India can relate to. It is always heart-warming to see the small joys of convenience and comfort being brought to you by someone you trust.”
N Ram Moorthi, president, Ogilvy Group Companies, South, said, “The objective of the second phase is to add an extra dimension to the promise made in the ‘Apno ka Saath’ campaign which ran previously. We continue with the three characters - the brothers and the bhabhi but focus on delivering the message that when you buy products, Amazon also has your back -- be it through brand warranty, installation guaranty or easy returns.”
The campaign will be rolled out across TV and digital media in 7 languages - Tamil, Telugu, Kannada, Malayalam, Hindi, Marathi and Bengali.
Vice chairman India and COO SE Asia: Sonal Dabral
Chief creative officer: Sukesh Nayak
Creative team: Nilay Moonje, Souvik Banerjee, Sameer Gupta, Vismay Rajendra, Sujith Bose, S. Syamkumar
Account management team: N Ramamoorrthi, Kiran Ramamurthy, Kamala Gowri, Ajay Kumar, Tulika Sahu
Planning: Anirban Roy, Prashant Halbe
Production house: RPF (North) Blackbox (south)
Director: Suresh Triveni (north); Krishna Kumar (south)
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