Details

Objective: Disrupt India’s established and powerful leaders in e-commerce and online shopping in a unique and different way.
Solution: Amazon capitalized on the popular phrase among shoppers in India, “Aurdikhao” (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 “Aurdikhao” 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.

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