Digital and Social Media MarketingAmazon India – Aur Dhikao Campaign

Presented byBanu Vijayakumar – 31050Manish – 31115Arun -- 31005Monisha P – 31089Vani – 31119Prajesh -- 31027

Amazon India – Aur Dhikao, Aur Dhikao

“Show me more”

People Involved Idea – Providing Endless choices with

consumer psyche for asking more choices Director: Manish Kalra,Integrated Marketing,

Amazon India Creative agency: Orchard Advertising Senior brand marketing manager: Sumit

Jagadish Kapoor CCO: RajDeepak Das Production house: Red Ice Films Director: Shimit Amin, of Chak de fame Music: Ram Sampath

https://www.youtube.com/watch?v=pr8offFxk3k

564 tweets, 99 Following and 680 Followers

Amazon vs Red

Bull

Amazon vs Zomato

troll

Use of #aurdikhao by eBay

Amazon initiates a conversation with Zomato with a witty statement

But, Zomato’ s reply went viral

Amazon vs. Red Bull

Used #aurdikhao

Target Audience

Large group of Indian customers – local connect

Ad: From husbands who cheat on a diet to cricket freaks to the food sharing culture, Amazon had captured everything in a nutshell

Influenced customers to download Amazon App

Production values and jingles kept the people hooked

#whattasale

Investment and Duration

Investment: 124 Crore Rupees (Jan, 2015 to May 2015)

Targeted the large mass of Indian population who follows IPL.

The ad was aired at a ridiculously expensive rate of Rs.4 lakhs per 10 seconds during the IPL.

The ad started on 1st April, 2015 and continued till 24th May,2015.

Campaign happened during the 2015 IPL.The e-tailer was second only to Vodafone in

terms of number of slots per match.

MetricsTelevision Audience Measurement

(TAM), 5 out of 10 brands – E-commerce segment

Ad rates were paramount but enormous reach

Amazon TVCs at crucial stages of the match

Increased the frequencies during the ‘whatasale’ campaign, which boomed their sale up

ABOUT THIS:

What was different?

No celebrity endorsementsEnsuring connect and familiarityThe ad repeatedly emphasizes

indiannessProps used in TV ad was ordinaryIn the end, the message was

clearly conveyed

THANK YOU