Renewing a country's love of options

India

Amazon

Aur Dikhao

Objective

Disrupt India’s established and powerful leaders in e-commerce and online shopping in a unique and different way.

Solution

We capitalized on the popular phrase among shoppers in India, “Aur Dikhao” (Show me more), which captures Indian shopper’s biggest sentiment — their love of options. Amazon incorporated the phrase onto its website, as well as into a TV commercial that was promoted as a song/music video. Content and memes were also created on the IPL (Indian Premier League) to popularize the “Aur Dikhao” campaign and keep users talking. All of this led to media coverage of Amazon India, and in turn, embedded the brand deeper into consideration for the online buyer in India.

Results

110MM Reach
on display campaign

12MM Reach on first day

5MM YouTube views