e-commerce
Ecom Express introduces near-home crèche to support working mothers
MUMBAI: Ecom Express Ltd has launched Ecom Mini Express, a near-home crèche facility designed to support working mothers by providing reliable childcare solutions. This initiative reinforces the company’s commitment to an inclusive and employee-friendly workplace.
The programme allows female employees to select a crèche close to their home or office, accommodating up to two children under six years old per employee. Ecom Express will reimburse childcare expenses, ensuring accessibility and financial ease.
Ecom Express CHRO Swati Mor stating, “We value the dedication of our female workforce. By addressing childcare challenges, we are enabling them to excel in their careers without compromising family responsibilities.”
With this move, Ecom Express continues to champion gender diversity and workplace flexibility, setting new benchmarks for employee-focused policies within the logistics industry.
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.
