Amazon India unveils strategy to be an everyday shopping destination

However, the market is undergoing rapid change as a swathe of new competitors emerges to steal share from the heavyweights. The arrival of start-ups such as Nykaa, Meesho, Udaan, and DealShare are battling it out against offerings from conglomerates JioMart and Tata Digital - and there's also the state-backed ONDC, all looking to grab the lion's share of India's $80bn e-commerce market.

The new players are helping to level the market and drive innovation across the category all of which will help contribute to further growth in the sector which is expected to top reach $350 billion by 2030.

Against this backdrop of increased competition, Amazon is looking to reposition its business as a one-stop shop for all consumers' daily needs and not just the occasional, one-off special purchases.

To drive this message home, Amazon has launched a campaign, “Aaj Kya Khareeda?” to promote awareness of the full breadth of products available at the e-commerce giant. Running across TV, digital, OOH and social media, the campaign aims to position Amazon as an everyday shopping destination where consumers can buy everything they need.

The aim is to promote the site's relevance to consumers who are now faced with a huge amount of choices when it comes to retail. With the market flooded with homegrown platforms, Amazon needs to step up its presence to ensure it can maintain its number two position in the rapidly fragmenting market.

Ravi Desai, director, mass, and brand marketing, Amazon India, said, “We want to simplify our customers life and be the shopping partner that helps you buy products from a wide selection spread across numerous categories, get reliable delivery and customer care, thus leading to a delightful shopping experience.”

The campaign, which was created by Ogilvy India and directed by Aarti Desai of Caffeine Films, plays on Amazon’s universally fulfilling shopping experience by showcasing the natural excitement that people feel at the arrival of the iconic brown delivery boxes.

Neville Shah, senior executive creative director, Ogilvy said, “There is so much excitement when we get something in a box at home. But is it just as exciting, if it’s regular everyday things? Maybe not as much. The stories rely on the charming anticlimax, to remind people that Amazon.in has simple everyday things. Exciting. Perhaps just as much.”