Amazon India is a fairly newcomer in the e-commerce market. Along with it’s competitor (Flipkart, Snapdeal, Myntra, Jabong & others are eyeing on the major share of the market). Early year in April 2015, Amazon launched Aur Dikhao Campaign, which had two key objectives
1. Convey message that Amazon has over 22 Million products for the consumers
Having studied the typical Indian consumerbehaviour, this campaign was working to reverberate that feeling. The Indian shopper wants a good deal with vast options to choose from. Indian shopper will make the shop keeper empty out the racks before they can clearly make a decision. Then they will say, keep these few aside and we will check out few more shops and then comebacker . Unless Indian buyer have seen the length and breadth of a shop or the market they are not satisfied & can’t decide.
The main objective behind campaign was to be able to penetrate the deeper into the Tier II and III cities and make amazon accessible to masses.
2. To engage the existing consumers, get new buyers and create a buzz around the campaign.
Amazon India’s Aur Dikhao Campaign wanted to marry this consumer behaviour of spoilt for choices to the fact that they can offer consumers a wide variety of choices from the comforts of their phones. And thus Aur Dikhao Campaign took to social media in a big way to create engagement with the consumers. They used both electronic media (television Ads) and social media (Twitter and You tube) for this.
Television Ads | You Tube | Twitter
The Success of campaign can be contributed to the fact that
• Amazon created a social engagement with the contests and tweets with celebrities and Brands, keeping the campaign interesting and fresh.
• It chose everyday situation, catchy name that worked very well with the mass consumer. It was based on a simple aspect of every Indian’s shopping nature, which everyone identified with. The campaign highlighted simple everyday activity while giving their message of more choices on amazon.