Campaign details
Brand: Amazon.inBrand owner: Amazon Sellers Private LimitedLead agency: Leo BurnettContributing agencies: M&C Saatchi February, Initiative MediaCountry: IndiaIndustries: Online retailMedia channels: Cinema, Direct marketing, Email marketing, Integrated, Mobile & apps, Online display, Outdoor, out-of-home, Public relations, Radio, Social media, Television
Executive summary
This is a case study about how Amazon.in reframed the meaning of e-shopping for Indian consumers whose rejection of online shopping was coloured by their deep cultural conservatism towards consumption.
- The first flush of Indian shoppers who were tech savvy and progressive were already...