Soumya Mishra

Roll No: 14MBA021

(Aur Dhikao, Aur Dhikao)

(Show me more)

Credits Client : Amazon India

Client Credit : Manish Kalra (Director, Integrated Marketing,

Amazon India), Sumit Jagadish Kapoor(Senior Brand

Marketing Manager)

Creative Agency : Orchard Advertising

Chief Creative Officer : RajDeepak Das

Executive Creative Director : Neel Roy and Vinod Lal Heera Eshwer

Creative team : Neel Roy, Vinod Lal Heera Eshwer, Abhijeet Kundu,

Prakash Katariya, Amitabh Bhattacharya

Planning Team : Neha H Contractor (VP and Branch Head, Orchard

Bangalore), Abhijeet Shetty

Account Management : Morarji Anand and Praveen Potti

Production House : Red Ice Films

Director : Shimit Amin

Music : Ram Sampath

Planning ♪ Investment: 124 Crores Rupees

♪ Targeted the large mass of Indian population who

follows IPL.

♪ The ad was aired at a ridiculously expensive rate of

Rs.4 lakhs per 10 seconds during the IPL.

♪ The ad started on 1st April, 2015.

♪ Campaign happened during the 2015 IPL.

♪ The e-trailer was second only to Vodafone in terms of

number of slots per match.

Timing and Reach

♪ Television Audience Measurement (TAM), 5 out of 10 brands – E-

commerce segment

♪ Ad rates were paramount but enormous reach

♪ Amazon TVCs at crucial stages of the match

♪ Large group of Indian customers – local connect

♪ Influenced customers to download Amazon App

♪ Production values and jingles kept the people hooked

Point of Difference

♪ No celebrity endorsements

♪ Ensuring connect and familiarity

♪ The ad repeatedly emphasizes

Indianness

♪ Props used in TV ad was ordinary

♪ In the end, the message was clearly

conveyed

Ad Appeal ♪ Emotional and Rational Appeal:

๙ Humour

๙ Music and Jingle

๙ Psychological

♪ Execution Appeal:

๙ Demonstration

๙ Slice of Life and Dramatization

Popularity

0

5

10

15

20

25

May,2015

23.6 23.5

17.9

Un

iqu

e V

isit

ors

in

Mil

lio

ns

Unique Visitors in May 2015

amazon.in Flipkart Snapdeal

Source : http://timesofindia.indiatimes.com/tech/tech-news/Amazon-edges-past-Flipkart-beats-Snapdeal-in-site-visits-

Report/articleshow/47863447.cms

0%

50%

100%

150%

May2014-May2015

142%

80% 90%

% Increase in Unique Visitors (May2014-

May2015)

amazon.in Flipkart Snapdeal