Campaign details
Brand: AmazonBrand owner: AmazonLead agency: Ogilvy & MatherCountry: IndiaIndustries: Online retailMedia channels: Newspapers, Online display, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Radio, Social mediaBudget: 500k - 1 million
Executive summary
Deliver the love
Despite attempts at rational reasoning, the North Indian market was playing hard to get. So to win share, Amazon.inhad to start by winning hearts. The festival of Rakshabandhan was an occasion to do just that. But instead of taking the easy road and leveraging the gifting opportunity, the...