Amazon Rightly Captures Indian Consumer Behaviour In New Ad #AurDikhao

A look at Amazon India's integrated marketing campaign 'Aur Dikhao' on the social media front, which has been about creating meaningful conversations and funny visuals

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India is set to become the world’s fastest growing e-commerce market, as per a Business Standard report. The rapid growth in new internet users in the country and heavy investment in the ecommerce industry have fuelled the growth story. Internet users in India have grown six times from 50 million in 2007 to 300 million in 2014. It states a Morgan Stanley report that expects the size of the Indian internet market to rise to $137 billion by 2020, which means every ecommerce company worth its funding is wrestling hard for a piece of the pie.

For Amazon that launched in 2013 in India, it means understanding the Indian consumer and what online shopping means to them, as against a tough competition from the Flipkarts and the Snapdeals already existing in India. Based on the insight that the Indian consumer loves to be spoilt for choice and prefers to check out more options before finally making a purchase decision, Amazon India has rolled out the aptly named marketing campaign, ‘Aur dikhao’.

Hindustani dil kehta hai…

At the center of the campaign is ‘Aur dikhao’ – a two-minute film directed by Shimit Amin of Chak De fame, with music score by Ram Sampat and lyrics by Amitabh Bhattacharya. It takes the viewer through an array of hilarious situations with typical Indian consumer behaviour, like the tourist family asking for more places to visit even if they are not on the map! The lyrics are suited well with the resounding, “Hindustani dil kehta hai…aur dikhao…aur dikhao.”

The video on YouTube has gained over 1.2 million views aided by a masthead on the video sharing network.

The campaign has been extended on social media; Amazon India has been building buzz around the hashtag #AurDikhao with appropriately related conversations. The social media assets of Amazon India have taken on the flavour of #AurDikhao with interesting visuals on the new concept.

The Amazon India Twitter handle has been making some interesting conversations with Twitter influencers. It asked funny man, Baba Sehgal to show more of his funny jokes. It asked comedian and YouTuber Kanan Gill to review new movies as there have been enough old movie reviews already on his highly popular YouTube channel. In fact there is also a tweet to Red Bull in reference to its stratos mission by skydiver Felix that rocked the world in 2012; Amazon has asked Red Bull to show more!

Given the currently on cricket season in IPL 8, the brand has now involved its fans with a contest around #AurDikhao. Twitter users have been invited to tweet what they would like to see more of in this season of T20. Winners stand a chance to get Amazon gift vouchers.

From A to Z to wooing Indians

With over 22 million products on the Amazon online store ranging from innerwear to gourmet foods, Amazon indeed offers a wide range to the Indian consumer, and how else to convey this than through a catchy jingle ad? Lyrics like ‘Hindustani dil kehta hai...aur dikhao…aur dikhao‘ are sure to catch on with the masses, especially when bombarded with the ad multiple times in a day!

The idea has been extended well on social media with meaningful engagement and creative visuals. Connecting with Twitter influencers and building social buzz around #AurDikhao has given a good start to the campaign. Perhaps the ecommerce major could leverage the reach of bloggers too, to gain higher visibility on the digital front.