Amazon: Deliver the Love

Online brand Amazon used a multichannel campaign based around the sibling festival of Rakshabandhan to grow its customer base in North India.

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...

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