INDIA – Everyone loves a bargain. But for Indians, the fun in shopping is actually in the choosing.
Amazon India transformed this consumer insight of “Aur Dikhao!”, which translates to “show more”, into a hilarious campaign touting its extensive inventory of over 22 million products that Indians can now purchase online.
Headlining the project is a two-minute jingle, made by Leo Burnett’s Orchard Advertising, which takes the audience through hilarious situations with a comedic band of characters demanding more options by chanting, “Aur Dikhao, Aur Dikhao”.
Among the funniest parts include the picky tourist family asking for more places to got to, a wife disappointed over a husband’s gift ideas for a bribe and an unfortunate guy who cant decide what haircut to get.
Interestingly, the TVC has done away with unbelievably good looking actors in a bid to make Amazon India more relatable, explains RajDeepak Das, chief creative officer of Leo Burnett.
“Aur Dikhao, Aur Dikhao” is the raw truth that has been portrayed. The characters are real; no perfect models or perfect homes. It’s real and identifiable the way Amazon India is. The campaign successfully establishes Amazon India as a brand that consumers would love to shop from,” he said.
Launched last April, the Aur Dikhao campaign kept true to its word went it went to Twitter, demanding comedian Baba Sehgal to make more jokes, YouTuber Kanan Gill to review new movies and event took a jab at Red Bull and its much-publicized 2012 Stratos jump, asking the iconc brand to show more breathtaking stunts.
Manish Kalra, Director, Integrated Marketing, Amazon India, says, “We have taken this as an inspiration and used it to show the unending selection of products that Amazon India has to offer through the new campaign. We believe that the term “Aur Dikhao” will resonate with shoppers in India who love to have more choice.”
Credits:
Client: Amazon India
Creative agency: Orchard Advertising
Senior brand marketing manager: Sumit Jagadish Kapoor
CCO: RajDeepak Das
Executive creative directors: Neel Roy, Vinod Lal Heera Eshwer
Creative: Neel Roy, Vinod Lal Heera Eshwer, Abhijeet Kundu, Prakash Katariya, Amitabh Bhattacharya
Planning team: Neha H Contractor, Abhijeet Shetty
Account management: Morarji Anand, Praveen Potti
Production house: Red Ice Films
Director: Shimit Amin
