Encourages customers to bid goodbye to their old/defective stuff
Amazon.in today launched its new campaign ‘Ab Sehan Kyun Karna’ along with announcing their first Amazon Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the New Year!
With this campaign, Amazon.in wants to tap into the cultural truth that people in India generally manage with less-than-desired products and wait for special occasions such as Anniversaries and Birthdays to replace/upgrade them. The focus of the new campaign is the emotional and cultural conditioning that creates a barrier to accessing the goods Indians want.
The campaign features a series of ads on various situations in which customers break out of the spiral of managing with the next best thing.
The first film opens in a classic Indian kitchen, where the lady of the house is having a conversation with the mixer about how she has lived with its many tantrums over the years. The second film is set in a typical Indian bachelor pad. We see the protagonist using his old phone in spite of a loose charging port. Both the ads then change their tone with the characters declaring that the old mixer and phone have to go, especially since the Amazon Great Indian Sale is around the corner.
Commenting on the launch of the campaign, 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?”
Speaking about the campaign, 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?”
Conceptualized & created by Leo Burnett Orchard Bangalore, the campaign ‘Ab Sehan Kyun Karna’ was brought to life primarily through a 4 ads TV campaign that seamlessly brings together unique features of Amazon and overlays it with the Indian shopper’s mindset of adjusting with an old/damaged product in order to save money.