Amazon has rolled out a campaign conceptualised by Leo Burnett Orchard for its upcoming 'Great Indian Sale'. The films convey a message of doing away with current misfiring products and exchanging them for new ones.
Ravi Desai, director mass and brand marketing, Amazon India, said, “We understand that customers sometimes manage with old/defective products or without some products in order to postpone expenses. Considering Amazon’s constant quest to be earth’s most customer-friendly company, we wanted to put our best foot forward to address this behaviour. The Amazon Great Indian Sale with its big deals, extra cashback, no cost EMI and exchange options gives customers the perfect opportunity to replace those run-down products with new, upgraded versions while still saving money. Ab Sehen Kyu Karna?”
Rohitash Srivastava, national planning head, Leo Burnett Orchard, said, “Indians wait for right occasions to buy/replace things. Diwali, birthdays, auspicious occasions have been such marquee days. Our ambition was to let people look at the Amazon Great Indian Sale as one such occasion. Working with this insight, we nudged people to not adjust any longer with the old or postpone the new. Ab Sehen Kyu Karna?”
The campaign extends across digital, print and outdoor.