MUMBAI: Online retailer Amazon India has launched a new integrated campaign that focuses on the everyday behaviour of Indian consumers while tying these traits back to its various service promises.

Although Amazon has been operating in India for only three years, the company is building on its popular "Aur dikhao" campaign of last year by showcasing some of the personality quirks that many Indian consumers will recognise in themselves.

For example, one of the campaign ads highlights the importance Indian consumers place on authenticity with scenes of an autorickshaw driver checking the authenticity of an Rs 500 note or a housewife shaking a coconut to check its quality, Livemint reported.

The concept is intended to tie back Indian consumers' love for "Asli" (original) to Amazon India's promise of 100% original products.

Similarly, another ad celebrates how Indians live in the moment and always seem to be in a hurry. "We Indians love Jaldi" aims to convey Amazon's promise of fast delivery by showing a groom urging a pandit (scholar) to rush his wedding rituals.

Another video on the same theme shows a man dropping a handkerchief through the window of a bus to reserve a seat.

"Our brand always tells a story that the customers feel connected to and in a manner that is simple to understand and relevant," Amazon India said in a statement.

"Our new campaign theme #WeIndians conveys many benefits that Indian consumers seek while making their purchase decisions including original and genuine products, convenience of easy returns and experience of fast and on-time delivery."

The campaign was conceptualised and executed by Orchard Advertising, which is part of Leo Burnett, and RajDeepak Das, chief creative officer for Leo Burnett India, explained that it wants to focus on insights that "tell us about the psyche of the Indian shopper".

"These are truths about the Indian consumer that are never spoken about but are so evident in daily life situations. With such campaigns, we are trying to convey that Amazon speaks the same language as the Indian mom-and-pop stores," he said.

Data sourced from Livemint; additional content by Warc staff