Amazon proves perception wrong, with #WhenAWomanshops

Watch the social experiment executed by Ogilvy & Mather here

Jan 12, 2016 09:19:00 AM | Video | Campaign India Team

Amazon India has rolled out a film on social media channels. Conceptualised by Ogilvy & Mather, this ‘social experiment’ was conducted on six couples and captured on video.
The women were given Rs 5,000 gift vouchers each by Amazon India and asked to shop. The brand meantime interviewed their husbands about their wives' shopping habits. All the respondents spoke about how shopping made their wives happy. Some said that their wives would go overboard by making purchases which weren't necessary. The categories they would shop for threw up an expected skew towards fashion and accessories, as did the perception that the ladies would splurge on themselves.
After the goods are delivered, what each of the men said earlier is played before the respective couple. And the men were in for a surprise. It is revealed that the women used their gift vouchers on Amazon to purchase things for their husbands and the house rather than splurge it all on themselves.
The film ends with the men facing the camera again. The responses change now, with them labeling their wives as 'smart shoppers' and ceding that the statement 'women love shopping for themselves' was actually a misconception. 
The film went live on Amazon India's social media pages on 6 January.
Client: Amazon India
Agency: Ogilvy & Mather Bengaluru