Campaign details

Brand: Amazon Echo
Agency: Blink Digital
Market: India

Challenge and business objectives

Amazon was looking to launch its smart speaker, the Amazon Echo, in the Indian market. With competitor products flooding the nascent market, the brand found itself facing two main challenges:

  • Creating awareness about Amazon’s new smart speaker, the Echo
  • Educating audiences about Echo’s AI voice assistant, Alexa

Given the developing Indian market and audiences who would skip ads in a heartbeat, the campaign needed to be cost effective and not have the audience looking for the skip button.


We conducted a survey of our core audience supplemented by social listening and secondary research to demystify user behaviour with respect to AI-powered voice assistants. Survey results showed that that for our users, amidst the myriad of tasks that an AI-powered voice assistant is capable of, the biggest use case is playing music.