Campaign India Team
Apr 21, 2016

Amazon rides Indian quirks, takes peppy 'asli', 'jaldi', 'friendly' stance

Watch the ad film conceptualised by Orchard Advertising here

Amazon India has rolled out a multi-film campaign during the IPL that drives home key promises from the e-commerce brand, while riding on some typical Indian traits. The campaign has been conceptualised by Orchard Advertising. Three of the films are live, with more to follow.
One of the films looks at how we tend to check for originality. The instances range from an autorickshaw driver inspecting a Rs 500 mote given by a passenger, to a lady shaking several coconuts and hearing the sound to find the perfect one. A man in a furniture store pays scant respect to a sign on a sofa saying 'Do not sit here' to check it out. The last character is a man struggling to get a glimpse of an actor at a shoot, only to be disappointed to see an Amitabh Bachchan lookalike. The film ends with a voice over, 'We Indians love asli (original). That's why 100 per cent original products on Amazon'.

Another film in the series plays on the perennial hurry that Indians seem to be in. The first Indian here is a young man in cricket gear hitching a ride from a biker, and urging him to go faster all along the way. At a restaurant, a man can't wait to gobble the food and burns his mouth in the process. A lady zig-zagging her way ahead of people on an escalator, and another woman impatiently crossing the road through traffic are the next two hurried Indians. At his own wedding, a groom asks the pundit to hurry up. The last such scene is of a man throwing a towel onto a crowded bus' seat to 'reserve' his place. A voice over says that we love 'jaldi' (hurrying up) and that's why Amazon has fast and on-time delivery. 
A third film features instances of Indians going out of their way to help others without being asked, or expecting anything in return. It starts with a group of men on a cycle helping a driver push his van through some slush. A young man passing on a spare pen to a girl seated next to him in an exam hall, a man on a scooter offering a young man asking for directions a ride, and a two-wheeler rider pushing a bike out of fuel  to a petrol pump form the other characters used to make the point. Amazon's friendly customer service is then introduced. 
RajDeepak Das, chief creative officer, Leo Burnett Group India, said, “All our campaigns for Amazon have focussed on insights that tell us about the psyche of the Indian shopper. Truths about the Indian consumer that are never spoken about but are so evidently seen in daily life situations. The idea of #WeIndians emerged from the fact that Amazon’s strong understanding of the Indian consumer has led to an experience that is top quality and unmatched in the online shopping space. The campaign showcases the Indian consumer’s many quirks in day-to-day life situations. It uses real people, real locations and situations that land a smile on your face.”
Neha Contractor, SVP and branch head, Orchard Bengaluru, said, “We are proud to partner with Amazon on their journey of building the brand and leveraging rich Indian insights from #AurDhikhao to #TryTohKar, #Apni Dukaan and now #WeIndians."
Client: Amazon India
Agency: Orchard Advertising, Bengaluru 
(Amended at 1400 hrs on 21 April to reflect that more films will be rolled out as part of the campaign during the onging IPL.)
Campaign India

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