Campaign India Team
Feb 21, 2023

Amazon India normalises everyday shopping in a cart

Watch the films conceptualised by Ogilvy here

Amazon India has launched a campaign titled ‘aaj kya khareeda?’ (what did you buy today), urging people to consider getting their everyday products delivered to them. Conceptualised by Ogilvy, the film aims to tell people that they can also get their everyday essentials delivered, without them having to step out of their homes. 
The campaign comprise four films and highlight everyday situations, where the protagonist has something sent to their homes. When their family asks them the question ‘aaj kya khareeda?’ (what did you buy today), they mock their loved ones by saying that the package was for them. The receivers then open their deliveries to items that put them to work, or something that they can possess for themselves, without encroaching the protagonist’s products. The categories of products featured in each film are as simple as a comb, handkerchief, broom, deodorant etc.
Ravi Desai, director, mass and brand marketing, Amazon India, said, “Our new campaign ‘Aaj Kya Khareeda’ reinforces Amazon as an everyday shopping destination that caters to daily requirements and needs of our customers. We want to simplify our customers life and be the shopping partner that helps you buy products from a wide selection spread across numerous categories, get reliable delivery and customer care, thus leading to a delightful shopping experience.”
Neville Shah, senior executive creative director, Ogilvy, said, “There is so much excitement when we get something in a box at home. But is it just as exciting, if it’s regular everyday things? Maybe not as much. The stories rely on the charming anticlimax, to remind people that has simple everyday things. Exciting. Perhaps just as much.”
The campaign comprises four films and are being rolled out across TV and digital. 
Director mass and brand marketing: Ravi Desai 
Head of marketing: Anirban Roy
Senior brand manager: Aashita Sharma
Brand manager: Sahil Sharma
Agency: Ogilvy 
Chief creative officers: Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Senior executive creative director: Neville Shah
Creative: Yogesh Pradhan, Minal Phatak, Chirayu Palande, Archana Singh, Arushi Redij and Praveen Chavan
President and head of office, Ogilvy Mumbai - VR Rajesh
Head of planning, Ogilvy Mumbai - Ganapathy Balagopalan
Account planning - Rahul Megharaj and Namrata Arora
Account Management - Nikhil Mohan, Shriya Sengupta, Savni Kenkre and Minal Singh
Director: Aarati Desai
Executive producer: Shahzad Bhagwagar
Producer: Norten Menezes
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

6 hours ago

Goafest 2024 set to host creativity experts while ...

The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.

8 hours ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

8 hours ago

Clear Premium Water’s commercials champion ...

The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.

9 hours ago

India bags 8 pencils and 10 shortlists at D&AD 2024

BBDO India earns one of four White Pencils given out this year for making a difference in the industry.