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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