Campaign: We Indians
Company: Amazon India
Agency: Orchard Advertising
Amazon India’s We Indians love asli ad shows vignettes where the quintessential Indian does a double check each time he wishes to see the authenticity of something. An autodriver checks a `500 currency note to see if it is genuine; a woman shakes a coconut to check its freshness; a customer jumps and sits on a sofa kept for display before buying it, and a crowd cheers for Amitabh Bachchan at a film shooting, when one of them identifies that the actor is a duplicate, and the crowd disperses. The ad concludes with the thought that as we Indians love asli, they can expect the same at Amazon.
Amazon India’s latest ad for IPL 2016 captures the quirkiness of Indian consumers in day-to-day situations. The campaign consists of three TVCs, each highlighting the Amazon promise of quick delivery, genuine products and friendly customer service.
The TVC in question highlights quirky mannerisms to check for genuine products. The second TVC is about how Indians go out of their way to help strangers. The third film reflects Indian consumers’ impatience and need to be ahead of the pack. “Our brand tells a story that the customers feel connected to and in a manner that is simple to understand and relevant. All our campaigns talk to the consumer on everyday shopping aspects that are so intrinsic to them,” says an Amazon spokesperson.
While the creative route taken by Amazon is unique, the consumer truth used is generic and similar to that being leveraged by other players in the category. Recall the recent Flipkart ads, which talk about 100% original products and ease of online shopping, as a case in point.
However, recent ads by e-commerce players clearly show a shift towards the basics of online shopping — convenience, and a move away from an exclusive focus on deals and pricing to customer service, fast delivery and large assortments. To say that the Indian consumer is value conscious and loves original products is hardly a new consumer insight. In fact, all consumers worldwide, whether from developed or emerging markets, want original products at the right price. Globally, the first wave of e-commerce came from horizontal players and started with discount, followed by convenience.
The first transactors of online have been consumers who shop for discount even in mature markets like the UK or the US. So, is the current trend of advertising a sign of maturity in the Indian e-commerce market? Yes. But is the new ad by Amazon, with a focus on original products and convenience, able to create a distinct brand recall? Maybe not. But what is unique about the campaign is that a multinational brand like Amazon, in its effort to woo Indian masses, not only successfully capitalises on typical Indian mentality by taking the route of everyday situations, but also ends up fitting into their idiosyncrasies.