Amazon India has brought back its ‘aur dikhao’ (show more) campaign to revive its proposition of a marketplace with a plethora of options available to its customers.
Conceptualised by Leo Burnett India, the film addresses multiple consumer expectations while shopping online and showcases the ease of shopping with Amazon India. It showcases a joint family sharing in a melodic tone, how Amazon is their one-stop marketplace for all their personal and household needs.
Ravi Desai, director, mass and brand marketing, Amazon India, said, “We are completely focused on getting millions of new shoppers to our marketplace, especially from tier 2 and 3 cities in India. To us, the best way to reach out to them with a simple yet effective narrative was ‘aur dikhao’, a term that is widely used by customers when shopping for goods and yet associated strongly with one of our fundamental offerings to our customers! After the success and resonance of the campaign in 2015, we felt it was time to renew the narrative, which highlights multiple benefits for these customers along with the width of selection provided by Amazon. The campaign showcases the many benefits of shopping through Amazon such as convenient payment options, great offers, and easy returns across a wide selection of products across price points.”
Rajdeepak Das, CEO and chief creative officer – South Asia, Leo Burnett, said, “It has been a great journey with Amazon. With this campaign, we revive the iconic ‘aur dikhao’ proposition built by us, giving it a more relevant present-day twist. It’s not just about variety anymore, but much more on Amazon and vice versa Amazon is much more to people today. From the time we started to now to where Amazon has transitioned to one of the must-have apps on your phone; it’s been an interesting long journey.”
Agency: Leo Burnett
National creative director: Prajato Guha Thakurta
Creative team: Sahil Aditya, Rishav Chatterjee
Executive vice president: Ashima Mehra
Senior brand services associate: Maitreya Shukla
AVP planning: Noor Samra
Production house: Ransom Films
Director: Shimit Amin
Producer: Salil Khurana, Suhana Sharma, Ranjit Singh, Sachin Singh