Ad Campaigns
Amazon launches “Aaj Kya Khareeda?” campaign created by Ogilvy India
Mumbai: Amazon India urged people to rethink the range of products that could be purchased from Amazon.in by asking “Aaj Kya Khareeda?” in its new campaign, created by Ogilvy India. It reminds customers that Amazon is a one-stop-shop for all their needs, not just the occasional, one-off needs but frequent, daily ones as well.
The campaign highlights Amazon’s universally fulfilling shopping experience by taking a counterintuitive stand against the natural excitement that people feel at the arrival of the iconic brown delivery boxes. In an everyday, light-hearted manner, it tells us that Amazon.in not only delivers the most exciting, big-ticket items but also their mundane but equally necessary everyday articles, i.e. “Roz ka Samaan”
The campaign comprises four films on TV and digital along with several multi touchpoint activations on Outdoor, influencers etc. The films have been crafted around enjoyable, slice of life moments that resonate with customers across age groups and markets. The enjoyability has been dialled up through the choice of categories which are as simple and everyday as comb, handkerchief, broom, deodorant etc.
Speaking about the campaign, Ogilvy senior executive creative director Neville Shah said, “There is so much excitement when we get something in a box at home. But is it just as exciting, if it’s regular everyday things? Maybe not as much. The stories rely on the charming anticlimax, to remind people that Amazon.in has simple everyday things. Exciting. Perhaps just as much.”
Talking about the campaign, Amazon India director, mass and brand marketing Ravi Desai commented, “Our new campaign ‘Aaj Kya Khareeda’ reinforces Amazon as an everyday shopping destination that caters to daily requirements and needs of our customers. We want to simplify our customers’ lives and be the shopping partner that helps you buy products from a wide selection spread across numerous categories, get reliable delivery and customer care, thus leading to a delightful shopping experience.”
The campaign has the familiar warmth that all communication pieces from Amazon exude, accentuated further by a specially crafted background score that highlights the penny drop moment. All the films have been directed by Aarti Desai of Caffeine Films and conceptualized by Ogilvy India.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
