Campaign details

Brand owner: Amazon Sellers Private Limited
Lead agency: Leo Burnett Orchard
Contributing agencies: Interactive Avenues
Country: India
Industries: Online retail
Media channels: Games & competitions, Online video, Social media

Executive summary

For the puritanical, middle-class, Indian householder, shopping is an act of prudence. They spend their hard-earned money judiciously, only on things that are essential to run their lives or to further their family's progress.

But when Amazon tried to interest them in trying online shopping with the Amazon Great Indian Sale, contrary to expectations, consumers refused to be enticed. Our research revealed that for these puritanical shoppers, online sales were nothing less than gluttony – a temptation to get reckless with one's money and buy unnecessary items. And that's unbecoming of a responsible Indian householder.