Integrated Campaign ; Large Business
Client Amazon India
Brand Amazon
Entrant Ogilvy & Mather
Brief Amazon entered the Indian market with its eyes on the no.1 spot yet was a late in the category. Its competitors had already established themselves. Apart from the category hygiene, it had to do something pathbreaking to achieve a quantum growth. It did so by exploring newer consumer segments & identified a key yet underleveraged consumer set – women! So, the brief was to build affinity with women.
The above insight led us to our idea – ‘BRINGING BACK JOYS FROM A LIFE FORGOTTEN.’ Translated into #MomBeAGirlAgain which was a heartfelt thank you to mothers from their families & a nudge to rediscover their lost selves & joys. The execution included films portraying stories acknowledging the sacrifice made by the mother & how gifts from family got her reconnected her with the girl she once was