"Aur Dikhao" is one of the most iconic and successful advertising campaigns by Amazon India. Launched in 2014, this campaign has made a significant impact on Indian consumers and has become synonymous with the brand. The campaign's tagline, which translates to "Show me more," captures the essence of Amazon's extensive product range and customer-centric approach. In this essay, we will explore the key elements, impact, and success factors of the "Aur Dikhao" campaign, as well as its contribution to Amazon India's growth.
The "Aur Dikhao" campaign revolves around the concept of fulfilling the diverse needs and desires of customers by showcasing a wide range of products available on Amazon's platform. The advertisements feature individuals from different walks of life, each expressing their unique preferences and demands. The central theme is the notion that no matter what one desires, Amazon has something to offer. The campaign showcases a vast array of products, ranging from electronics and fashion to home decor and groceries, to highlight Amazon's extensive selection.
One of the reasons why the "Aur Dikhao" campaign has resonated with Indian consumers is its relatability. It taps into the aspirations and desires of people from various backgrounds and showcases how Amazon can cater to their individual needs. The advertisements often portray everyday scenarios and depict people searching for specific products or experiences. This relatability helps create an emotional connection with the audience, making them feel that Amazon understands their desires and can fulfill them.
The "Aur Dikhao" campaign has been successful in leveraging the power of storytelling. Each advertisement tells a unique story, capturing the attention of viewers and keeping them engaged. These stories are often humorous, heartwarming, or thought-provoking, further enhancing the impact of the campaign. By combining storytelling with the vast product range, Amazon has successfully created a memorable and enjoyable advertising experience for consumers.
Another crucial aspect of the campaign's success is its consistency. Over the years, Amazon India has continued to reinforce the "Aur Dikhao" theme across various media channels, including television, digital platforms, and outdoor advertising. The consistent messaging has helped build brand recognition and association, making "Aur Dikhao" instantly recognizable as an Amazon India campaign. This consistency has also played a vital role in establishing Amazon as a go-to destination for a wide range of products in the minds of Indian consumers.
Furthermore, the "Aur Dikhao" campaign has effectively utilized humor as a key element. Many of the advertisements are light-hearted and feature comedic elements that resonate with the Indian audience. Humor helps create a positive association with the brand and makes the advertisements more memorable. By incorporating humor, Amazon has been able to capture the attention of consumers and create a positive brand image, which in turn drives engagement and sales.
In addition to its impact on consumers, the "Aur Dikhao" campaign has played a crucial role in driving Amazon India's growth. The campaign has significantly contributed to increasing brand awareness and market penetration. By showcasing the wide range of products available on the platform, Amazon has been able to attract new customers and retain existing ones. The campaign's success has also helped establish Amazon as a leader in the e-commerce industry in India, allowing the company to expand its customer base and market share.
The "Aur Dikhao" campaign's impact goes beyond advertising. It has had a ripple effect on the overall e-commerce landscape in India. The campaign has played a pivotal role in creating awareness about online shopping and driving the adoption of e-commerce platforms among Indian consumers. By showcasing the convenience, variety, and reliability of online shopping, Amazon has been instrumental in transforming the way Indians perceive and engage with e-commerce.
