Amazon India launches new campaign and a fictional T20 team
T20 which is currently in its 10th year has been one of India’s biggest cultural phenomena. Along with the glitz and glamour, what the T20 embodies is the fact that through the 10 years, it has provided a nation-wide platform to many budding, unknown cricketers to make their mark, prove their mettle and achieve their dreams. The game instils belief into lakhs of Indians that if they dream, they can achieve anything. It has given Indian dreamers hope and belief that with passion and hardworking, they too can make it big, in anything that they choose.
This truth gave birth to the idea of the Amazon new campaign India ke Sapno ki Apni Dukaan. The campaign revolves around the thought that Indians dream big and work hard to turn them into reality. At times however, they are restrained by access. Amazon can enable them by providing this access thereby making the journey a little easier.
The campaign idea has been brought to life using the device of an aspiring T20 team of Chonkpur Cheetahs. It portrays, through a series of film, the journey of this aspiring team to reach their goal of playing T20. Also communicates how in various small ways Amazon enables them to get one step closer to their dream of one day playing in T20. The dreams of the Chonkpur Cheetahs is a metaphor for the dreams of millions of Indians and how Amazon can enable them in small way to achieve those by providing access.
Commenting on the launch of the campaign, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India said “With the next campaign, we wish to celebrate the “aspiring Indian”. As Amazon, we want to show our support to millions of Indians who have dreams and the passion to pursue their dreams by being their partner in this pursuit. With over 10 crore products, Amazon is truly “India ke Sapno ki Apni Dukaan” – a place where you will find anything that you need to fulfil your aspirations just a click away, so go ahead and be a Chonkpur Cheetah!”
Speaking on the launch of the campaign, Azazul Haque, Executive Creative Director, Ogilvy & Mather Bangalore, added “T20 is not just the biggest celebration of Indian Cricket, it's also the biggest celebration of Indian dreams. Every year we see new faces in T20 that become the new heroes of Indian cricket. T20 provides a platform for such new talent to fulfil their dreams. From such a thought came the idea of the T20 campaign for Amazon. The story of dreamers from a town no one has heard of. The story of believers who are talented and passionate and dream of playing a T-20 championship. All they need is access to world class equipment, cricket gears and many more objects to make their dream come true. And how Amazon enables them overcome these difficulties by giving them access to everything they want to become T-20 champions. The campaign through multiple stories of these dreamers, told through a series of TVCs also launches the new brand space for amazon.in, as 'India ke sapno ki apni dukaan'.”
Kiran Ramamurthy, Senior Vice President, Ogilvy & Mather Bangalore, said, “India is a country where enterprise, talent and consequently aspirations are never in short supply. And what would help fulfil the aspirations of such an optimistic, hardworking and confident India, is unhindered access. Access to products that help transform dreams into reality. And this is where Amazon comes in. This campaign tells the story of a talented team of cricketers aspiring to rival the famed T20 teams, and the role Amazon plays as an enabler in moving them closer to their goals.”
Conceptualized by Ogilvy and Mather Bangalore and directed by Amit Sharma of Chrome pictures, the films bring to life the innate need to turn a dream into reality and how Amazon can help by providing access to required products in a humorous and light hearted way. The campaign is led by multiple TVCs through the course of T20, amplified through an integrated campaign spread across Digital, Social, OOH, Print and Radio.