Amazon launches 'aur dikhao' campaign to highlight power of choice

Amazon India has launched its new campaign 'Aur Dikhao' that has been conceptualised by Orchard Advertising. The ad film went on-air on April 1.

The ad film starts with a man who gets home from office and helps himself to some cake in the fridge. as he does this, his wife interrupts him reminding about it being 'karva chauth' (a day of fasting). As he realises this, to make amends he is seen swiping across a smartphone screen logged into Amazon. The film then shows a family of four on a vacation as they try to pick between photographers at a tourist spot. The next bit is about a Gujarati family on a flight as they bring out tiffins of all sizes containing a variety of snacks. The film progresses to show a young Sikh boy mimicking the dancing styles of different Bollywood actors. We also see a young mother trying to pacify her baby (held in the father's arms) by swiping across various products on screen. The ad film shows other similar stories all of which end with the campaign jingle of 'aur dikhao', which is a play on a typical Indian shopper's tendency to always look at a lot of options to choose from before making a purchase. The film ends urging the viewers to download the Amazon app and enjoy the benefit of choice.

Manish Kalra, director - integrated marketing, Amazon India, said, “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.”

RajDeepak Das, chief creative officer, Leo Burnett, added, “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.”

Credits:
Client: Amazon India
Creative agency: Orchard Advertising
Senior brand marketing manager: Sumit Jagadish Kapoor
CCO: RajDeepak Das
Executive creative directors: Neel Roy, Vinod Lal Heera Eshwer
Creative: Neel Roy, Vinod Lal Heera Eshwer, Abhijeet Kundu, Prakash Katariya, Amitabh Bhattacharya
Planning team: Neha H Contractor, Abhijeet Shetty
Account management: Morarji Anand, Praveen Potti
Production house: Red Ice Films
Director: Shimit Amin
Music: Ram Sampath