Campaign details
Brand: Amazon.inBrand owner: Amazon Sellers Private LimitedLead agency: Leo Burnett OrchardContributing agencies: Interactive AvenuesCountry: IndiaIndustries: Online retailMedia 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...