Orchard Advertising India highlights the benefits of shopping on Amazon.com with #WeIndians
Amazon India has launched an integrated campaign that highlights the unique traits of Indian consumers and their behaviour, bringing alive the spirit of “what we Indians love”. It celebrates Indian quirks whether it’s about dropping newspaper to block a seat in a bus or about seeing Rs500 note under sunlight to check its authenticity. It celebrates who we are, what we like and how we behave as Indians.
The campaign effortlessly ties back these quirks to the brand’s promise of 100% Original Products, Easy Returns, Fast and On-time Delivery and many other customer centric benefits to inspire trust in the brand.
We Indians are value seekers and so want to make sure that whatever we buy is worth what we are paying for. And for us only the genuine has real value. Indians evaluate the genuineness of everything – whether it’s a currency note, a gold ornament, or a pair of branded shoes that are purchased online. Amazon.in’s new film “We Indians love Asli (original)” depicts exactly this by showing everyday situations like checking the authenticity a Rs500 note or checking the quality of a coconut by shaking it against one’s ear to listen to the sound of the coconut water inside or by sitting on the couch inside a furniture store to examine the product despite there being a ‘please do not sit’ sign against it. The film ties back Indian customers’ love for ‘Asli’ (original) to 100% original products offered on Amazon.in
Similarly one of the other films “We Indians love Jaldi.” celebrates the ‘live in the moment’ attitude as it’s all about here and now. It depicts our love for Jaldi, from gobbling up an extremely hot vada in a hurry to wooing the pandit to hurry up the rituals of our wedding or quickly dropping a handkerchief through the window of a bus to reserve a seat. The film links back the Indian consumer’s love for Jaldi (speed) to the Fast and On-time Delivery service offered by Amazon.
The campaign features series of such films that talk about Amazon’s other critical customer benefits.
Commenting on the launch of the campaign, Amazon India Spokesperson said, “Our brand always tells a story that the customers feel connected to and in a manner that is simple to understand and relevant. It’s about being a part of their lives at the right time and at the right place. On the same lines, our new campaign theme #WeIndians conveys many benefits that Indian consumers seek while making their purchase decisions including original and genuine products, convenience of easy returns and experience of fast and on-time delivery. As always, the new campaign takes the route of everyday situations in an Indian consumer’s life and the customer’s intrinsic responses to these situations.”
Continuing with Amazon.in’s trademark desi style, #WeIndians campaign effectively celebrates Indian style using interesting narratives and established how our offerings and services are in complete sync with what the consumer wants.”
Elaborating on the thought process behind the campaign, RajDeepak Das, Chief Creative Officer, The 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.”
Das further added, “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, Senior, Vice President and Branch Head, Orchard Bangalore, commented, “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.
With WeIndians, we have created a strong slice of life connect with the Indian consumer, driving top-of-mind recall by staying true to the brand’s customer-centric approach.”