e-commerce
Ecom Express unveils 11-ft ganpati idol crafted from 1001 delivery boxes
Mumbai: Ecom Express Ltd (“Ecom Express” has unveiled its festive season celebrations with a unique and artistic initiative. In a vibrant display of art, teamwork, and inclusivity, employees gathered at the company’s Mumbai office to construct an awe-inspiring 11-foot Ganpati idol entirely out of 1001 delivery boxes. This unique endeavor not only highlights Ecom Express’s commitment to sustainability but also invites everyone to partake in the joyous celebrations surrounding the festival.
The unveiling of the Ganpati idol serves as a reminder of the power of collaboration and unity within the Ecom Express family. Employees across various departments contributed to this artistic endeavor, showcasing their dedication and teamwork. The initiative echoes Ecom Express’s commitment to fostering a sense of community among its workforce while embracing cultural traditions that resonate with many in India. The celebration is made even more special by 11 specially abled children who worked with Ecom Express employees to create a beautiful idol, showing how inclusivity boosts creativity and strengthens community bonds.
This year’s Ganpati celebration emphasises art and creativity as essential components of our societal fabric. By repurposing delivery boxes into a stunning idol, Ecom Express is not only celebrating innovation but also promoting sustainability through creative recycling practices. As the festive season approaches, this heartwarming project sets an inspiring tone for communities to come together in joy and celebration.
e-commerce
Amazon revives ‘Aur Dikhao’ with new integrated campaign
Targets everyday shopping with IPL, regional and digital-first strategy.
MUMBAI: If India loves asking for more, Amazon is more than happy to show it. Amazon India has rolled out a new chapter of its ‘Aur Dikhao’ platform, partnering with WPP to reposition itself as the go-to destination for everyday shopping, where choice, trend and value collide. The integrated campaign, led by WPP OpenDoor along with WPP Creative and WPP Production, is designed to shift perceptions around affordability while reinforcing the platform’s breadth of selection.
At its core is a simple behavioural truth: shoppers rarely stop at the first option. By turning the phrase ‘Aur Dikhao’ into a cultural and commerce cue, Amazon is attempting to tap into the joy of discovery particularly across high-frequency categories such as fashion, beauty, home and kitchen, and wireless accessories.
But this isn’t just a creative refresh, it’s a full-stack media and commerce play.
The campaign is heavily anchored around IPL 2026, where Amazon has secured prominent visibility across both linear and connected TV, including a co-powered sponsorship on CTV. It also integrates into match narratives through a branded segment, ‘Game Changing Moments Aur Dikhao’, ensuring the brand rides on high-attention moments rather than sitting on the sidelines.
Beyond cricket, the strategy stretches into emerging content formats. A ‘ShopTheScene’ approach embeds products within short-form storytelling, turning entertainment into a shoppable experience. Influencer-led content, timed with the IPL season, is expected to further amplify the idea of “option overload” in culturally relevant ways.
Regional depth is another key lever. The campaign has been localised across six languages Hindi, Tamil, Telugu, Kannada, Marathi and Bengali supported by on-ground activations, cinema and out-of-home partnerships in markets such as Maharashtra and Andhra Pradesh. The aim is clear: push relevance beyond metros into Tier 2 and Tier 3 audiences.
For Amazon, the ambition goes beyond awareness. The campaign is structured to create repeated touchpoints across consumer journeys, nudging new and infrequent users to turn to the platform for everyday purchases.
As e-commerce competition intensifies, ‘Aur Dikhao’ signals a strategic shift from being a place people visit occasionally, to one they instinctively return to. Because in the battle for daily habits, sometimes the winning move is simply to show more.
