Amazon.in has launched a three-day summer sale, titled 'The Great Indian Summer Sale', for which a campaign titled 'Whattey Deal, Whattey Feel', has been conceptualised by Orchard Advertising.
The film opens with three people pointing at their phones, which has the Amazon app open. This is followed by them and others shown breaking into a dance, to the background music, 'Whattey Deal, Whattey Feel'. It ends with the voiceover introducing the 'Summer Sale', which begun on 6 May and runs till 8 May.
RajDeepak Das, chief creative officer, Leo Burnett, said, “The visuals of this campaign are dynamic, showcasing how real people are celebrating the Amazon sale in a real way. A catchy jingle and a whole lot of fun unfurls at real Indian locations. Whattey Deal, Whattey Feel, the key lyrics from the jingle are inspired by the colloquial use of the phrase “What a…” commonly pronounced as “Whattey” by Indians. The campaign succeeds in creating excitement around the Amazon Great Indian Summer Sale.”
Manish Kalra, integrated marketing director, Amazon India, said, “After having established that Amazon India is the largest online marketplace with more than 2 crore products on offer, we wanted to delight our customers with the greatest online sale to have taken place. This campaign uses an infectious track and ecstatic visuals to deliver the message.”
Client: Amazon India
Integrated marketing director: Manish Kalra
Agency: Orchard Advertising
Chief creative officer: Rajdeepak Das
National creative director: Sainath Saraban
Executive creative directors: Neel Roy and Vinod Lal Heera Eshwer
Planning: Abhijith Shetty
Vice president and branch head: Neha H Contractor
Account management: Morarji Anand and Praveen Potti