Amazon India launches second leg of its ‘Apno Ka Saath’ campaign

Chennai, August 05, 2019: Amazon India today launched the second leg of its popular ‘Apno ka Saath’ campaign, building on Amazon.in’s ‘trusted, one stop shop’ ethos. Taking the heart-warming story of two brothers from a small town ahead, the storyline brings in elements that communicate the unmatchable experience of shopping on Amazon.in.

The campaign plays on wide selection that the Amazon app offers, mapping it to the needs and demands of every member of the family. This ranges from kitchen appliances to cookware, fashion, beauty, devices, electronics, large appliances and more.

The stories revolve around simple, real-life struggles such as drying clothes in the monsoon, cooking on a worn-out pan and buying clothes for someone. The younger brother conveniently finds and orders everything ranging from a washing machine to a kurta on the Amazon shopping app, reinforcing that with ‘Apno ka Saath,’ you can make anything happen and Amazon.in is ‘Aapki Apni Dukaan,’ ensuring that every need will be taken care of.

Talking about the treatment of the second phase of this campaign, Ravi Desai, Director Mass & Brand Marketing, Amazon India, said, “Be it conversations around food or the weather, with our ‘Apno ka Saath’ campaign, we have tried to weave in stories that every household in India can relate to. It is always heart-warming to see the small joys of convenience & comfort being brought to you by someone you trust. With over 17 crore products, Amazon.in is able to meet all these needs, from daily essentials to large appliances and more.”

N Ram Moorthi, President-Ogilvy Group Companies, South, said, “The objective of the second phase is to add an extra dimension to the promise made in the ‘Apno ka Saath’ campaign which ran previously. We continue with the 3 characters – the brothers and the bhabhi but focus on delivering the message that when you buy products, Amazon also has your back – be it through brand warranty, installation guaranty or easy returns.”

Conceptualized by Ogilvy, the ‘Apno ka Saath’ campaign highlights products across categories, convenience of shopping and reliable delivery in a subtle, non-intrusive style. The campaign will be rolled out across TV & Digital media in 7 languages – Tamil, Telugu, Kannada, Malayalam, Hindi, Marathi and Bengali.

TVC Links:

Large Appliances: https://www.youtube.com/watch?v=W718H_17WWE

Fashion:

https://www.youtube.com/watch?v=892lnIQr1PM
Home and Kitchen: https://www.youtube.com/watch?v=cLsWFeHlsZc

CREDIT Agency:

Ogilvy
Vice Chairman India and COO S.E. Asia: Sonal Dabral
Chief Creative Officer: Sukesh Nayak
Creative Team: Nilay Moonje, Souvik Banerjee, Sameer Gupta, Vismay Rajendra, Sujith Bose, S. Syamkumar
Account Management Team: N Ramamoorrthi, Kiran Ramamurthy, Kamala Gowri, Ajay Kumar, Tulika Sahu
Planning: Anirban Roy, Prashant Halbe
Production House: RPF (North) Blackbox (south)
Director: Suresh Triveni (north); Krishna Kumar (south)

About Amazon:

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon. For more information, visit www.amazon.com/about and follow @AmazonNews.

About Ogilvy:

Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NASDAQ: WWPGY).
For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

For more information, please contact:

Movit Ramwani Amazon India movitr@amazon.com