Amazon Echo: Knock Knock.. Who's There?... Its RJ ALEXA!!

Amazon, the e-commerce giant, launched its Amazon Echo smart speaker product in India by making it a radio jockey.

Communication Goal

To launch the unfamiliar product of Amzon Echo in India, therefore create a category for smart speaker in an un-anticipating market. This about sums up the herculean task Amazon Echo undertook in 2018.

  1. Building awareness about the product that was not mostly heard before
  2. Creating a category from the scratch ushering a new era for the voice assistant eco system
  3. To educate the consumer on the device and its multiple skills which would drive relevance.

The Situation Analysis

Amazon revolutionised the smart speaker space by launching the Echo range of smart speakers'...

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