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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. 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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