Bangalore: Ogilvy Bangalore conceived and created a new campaign – India keSapno Ki ApniDukaan – for Amazon India.
T20 is currently in its 10th year and has been one of India’s biggest cultural phenomena. Along with the glitz and glamour, what the T20 embodies is the fact that through the 10 years, it has provided a nation-wide platform to many budding, unknown cricketers to make their mark, prove their mettle and achieve their dreams. The game instils the belief in lakhs of Indians that if they dream, they can achieve anything. It has given Indian dreamers hope and belief that with passion and hardwork, they too can make it big, in anything they choose.
This truth gave birth to the idea of the Amazon new campaign, India keSapnokiApniDukaan. The campaign revolves around the thought that Indians dream big and work hard to turn them into reality. At times however, they are restrained by access. Amazon can enable them by providing this access thereby making the journey a little easier.
The campaign idea has been brought to life using the device of an aspiring T20 team of Chonkpur Cheetahs. Through a series of films, the campaign portrays the journey of this aspiring team to reach their goal of playing T20. It also communicates how in various small ways Amazon enables them to get one step closer to their dream of one day play in T20. The dreams of the Chonkpur Cheetahs is a metaphor for the dreams of millions of Indians and how Amazon can enable them in a small way to achieve those by providing access.
Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India, With the next campaign, we wish to celebrate the ‘aspiring Indian’. As Amazon, we want to show our support to millions of Indians who have dreams and the passion to pursue their dreams by being their partner in this pursuit. With over 10 crore products, Amazon is truly ‘India keSapnokiApniDukaan’ – a place where you will find anything that you need to fulfil your aspirations just a click away, so go ahead and be a Chonkpur Cheetah!
AzazulHaque, Executive Creative Director, Ogilvy& Mather Bangalore, T20 is not just the biggest celebration of Indian Cricket, it’s also the biggest celebration of Indian dreams. Every year we see new faces in T20 that become the new heroes of Indian cricket. T20 provides a platform for such new talent to fulfil their dreams. From such a thought came the idea of the T20 campaign for Amazon. This campaign, through a series of TVCs, tells the story of a talented team of cricketers aspiring to play a T20 championship, and the role Amazon plays as an enabler in their progress. The campaign also launches the new brand space for amazon.in, as ‘India kesapnokiapnidukaan’.
Kiran Ramamurthy, Senior Vice President, Ogilvy & Mather Bangalore, India is a country where enterprise, talent and consequently aspirations are never in short supply. And what would help fulfil the aspirations of such an optimistic, hardworking and confident India, is unhindered access. Access to products that help transform dreams into reality. And this is where Amazon comes in.
Conceptualized by Ogilvy Bangalore and directed by Amit Sharma of Chrome pictures, the films bring to life the innate need to turn a dream into reality and how Amazon can help by providing access to required products in a humorous and light hearted way. The campaign is executed through multiple TVCs through the course of the T20 series, amplified through an integrated campaign spread across Digital, Social, OOH, Print and Radio.
All Consumers on www.amazon.in and the Amazon mobile shopping app have an easy and convenient access to 100 million products across hundreds of categories. They benefit from a safe and secure ordering experience, convenient electronic payments, Cash on Delivery, Amazon’s 24×7 customer service support, and a globally recognized and comprehensive 100% purchase protection provided by Amazon’s A-to-Z Guarantee. They can also enjoy Amazon.in’s guaranteed next-day, two day delivery, Sunday and morning delivery on products fulfilled by Amazon.
Agency: Ogilvy, Bangalore
Executive Creative Director, Ogilvy & Mather Bangalore – AzazulHaque
Senior Vice President, Ogilvy & Mather Bangalore – Kiran Ramamurthy