The typical Indian customer had the habit of looking at multiple options while shopping. They want more variety and great deals.
In 2015, it had been approximately 2 years since Amazon had launched in India. It wanted to penetrate deeper into the Tier II and III cities/ towns and make Amazon available to a larger audience.
Amazon had a wide variety of products – 22 million of them, to show the customers.
Studies had shown that the typical Indian customer had the habit of looking at multiple options while shopping. Then keep something aside, checking other stores, and then coming back. They wanted not only variety but also a good deal. She wants to evaluate all of the options accessible to her before making a final decision.
The online shoppers were no different. They too were looking at many options. Amazon intended to combine the fact that they can offer customers a broad selection of options from the convenience of their phones to the reality that they are spoiled for choice.
Orchard Leo Burnett took inspiration from the key insight. This is seen in local stores where it is very common to hear the request “‘Bhaiya, aur dikhao naa! Taking advantage of a cultural quirk of all Indians and gently mocking it was the creative team that comprised of Neel Roy, Vinod Lal Heera Eshwer, Abhijeet Kundu & Prakash Katariya.
The campaign was shot on location in Mumbai with real people in real situations. The film was directed by Shimit Amin of ‘Chak De India’ fame, while the film’s infectious soundtrack was composed by Ram Sampath, who brings the richness of Indian sounds to life. Amitabh Bhattacharya wrote the lyrics for the song.