As part of the promotion strategy for its Great Indian Sale, Amazon is encouraging viewers to get rid of their old products in its latest campaign.
The campaign titled 'Ab Sehen Kyun Karna' (Why should you tolerate anymore?), was conceptualised and created by Leo Burnett Orchard Bangalore.
The first film opens in a kitchen, where the lady of the house is having a conversation with the mixer about how she has lived with its many tantrums over the years. In the second film, the protagonist using his old phone in spite of a loose charging port. Both ultimately decide to make use of the Amazon sale to buy new products.
The campaign is supported by a 360-degree communication that spreads across digital, press and outdoor. The campaign ads was directed by Rajesh Krishnan of Soda Films.
Ravi Desai, director mass and brand marketing, Amazon India said: “We understand that customers sometimes manage with old/defective products or without some products in order to postpone expenses. Considering Amazon’s constant quest to be earth’s most customer-friendly company, we wanted to put our best foot forward to address this behaviour. The Amazon Great Indian Sale with its big deals, extra cashback, no cost EMI and exchange options gives customers the perfect opportunity to replace those run-down products with new, upgraded versions while still saving money. Ab Sehen Kyu Karna?”
Rohitash Srivastava, national planning head, Leo Burnett Orchard said: “Indians wait for right occasions to buy/replace things. Diwali, birthdays, auspicious occasions have been such marquee days. Our ambition was to let people look at the Amazon Great Indian Sale as one such occasion. Working with this insight, we nudged people to not adjust any longer with the old or postpone the new. Ab Sehen Kyu Karna?”