Kindle: Because reading should never stop

Shreyaa Ranjan

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Campaign details

Brand: KindleBrand owner: AmazonLead agency: Ogilvy & MatherCountry: IndiaIndustries: Mobile devicesMedia channels: Online video, Print - general, unspecified, Product sampling, Sales promotion, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Because reading should never stop

Indians were aware of Kindle, but weren't purchasing. Reading was a very emotional experience for them, and they just couldn't see a "device" fulfil that. They were happy with their books, making Kindle's task of driving the Indian e-reader category a very difficult one.

This feature-led campaign repositioned Kindle...

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