Amazon.in: Show Me More

This case study describes how Amazon, an American electronic commerce company, used a comprehensive integrated campaign to change the meaning of an everyday Indian phrase expressing frustration, eventually making Amazon the preferred choice for online shopping in India.

Amazon.in: Show Me More

Lubna Khan

Campaign details

Brand: Amazon.inBrand owner: AmazonLead agency: Orchard Advertising (The Leo Group)Country: IndiaIndustry: Online retailMedia: Integrated, Internet - display, Internet - general, Mobile & apps, Newspapers, Online video, Other & ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Radio, Social media, Sponsorship - event, property, Sponsorship - media, TelevisionBudget: 10 - 20 million

Executive summary

Teaching a nation of compromise shoppers to not settle for less

Consumers in India saw Amazon as a distant, unapproachable brand and preferred to...

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