blue ocean team 1 aur dikhao_campaign
TRANSCRIPT
![Page 1: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/1.jpg)
Digital and Social Media MarketingAmazon India – Aur Dhikao Campaign
Presented byBanu Vijayakumar – 31050Manish – 31115Arun -- 31005Monisha P – 31089Vani – 31119Prajesh -- 31027
![Page 2: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/2.jpg)
Amazon India – Aur Dhikao, Aur Dhikao
“Show me more”
![Page 3: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/3.jpg)
People Involved Idea – Providing Endless choices with
consumer psyche for asking more choices Director: Manish Kalra,Integrated Marketing,
Amazon India Creative agency: Orchard Advertising Senior brand marketing manager: Sumit
Jagadish Kapoor CCO: RajDeepak Das Production house: Red Ice Films Director: Shimit Amin, of Chak de fame Music: Ram Sampath
![Page 4: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/4.jpg)
![Page 5: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/5.jpg)
https://www.youtube.com/watch?v=pr8offFxk3k
![Page 6: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/6.jpg)
![Page 7: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/7.jpg)
![Page 8: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/8.jpg)
![Page 9: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/9.jpg)
![Page 10: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/10.jpg)
![Page 11: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/11.jpg)
![Page 12: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/12.jpg)
564 tweets, 99 Following and 680 Followers
Amazon vs Red
Bull
Amazon vs Zomato
troll
Use of #aurdikhao by eBay
![Page 13: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/13.jpg)
Amazon initiates a conversation with Zomato with a witty statement
But, Zomato’ s reply went viral
![Page 14: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/14.jpg)
Amazon vs. Red Bull
![Page 15: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/15.jpg)
Used #aurdikhao
![Page 16: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/16.jpg)
Target Audience
Large group of Indian customers – local connect
Ad: From husbands who cheat on a diet to cricket freaks to the food sharing culture, Amazon had captured everything in a nutshell
Influenced customers to download Amazon App
Production values and jingles kept the people hooked
#whattasale
![Page 17: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/17.jpg)
Investment and Duration
Investment: 124 Crore Rupees (Jan, 2015 to May 2015)
Targeted the large mass of Indian population who follows IPL.
The ad was aired at a ridiculously expensive rate of Rs.4 lakhs per 10 seconds during the IPL.
The ad started on 1st April, 2015 and continued till 24th May,2015.
Campaign happened during the 2015 IPL.The e-tailer was second only to Vodafone in
terms of number of slots per match.
![Page 18: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/18.jpg)
MetricsTelevision Audience Measurement
(TAM), 5 out of 10 brands – E-commerce segment
Ad rates were paramount but enormous reach
Amazon TVCs at crucial stages of the match
Increased the frequencies during the ‘whatasale’ campaign, which boomed their sale up
![Page 19: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/19.jpg)
![Page 20: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/20.jpg)
ABOUT THIS:
![Page 21: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/21.jpg)
![Page 22: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/22.jpg)
What was different?
No celebrity endorsementsEnsuring connect and familiarityThe ad repeatedly emphasizes
indiannessProps used in TV ad was ordinaryIn the end, the message was
clearly conveyed
![Page 23: Blue ocean team 1 aur dikhao_campaign](https://reader034.vdocuments.net/reader034/viewer/2022042717/55d24015bb61eb74768b47b0/html5/thumbnails/23.jpg)
THANK YOU