Ad Campaigns
Amazon India launches third edition of its #AmazonGotMyBack campaign
Mumbai: Ahead of Prime Day 2023, Amazon India has announced the third edition of its campaign, #AmazonGotMyBack with a brand film to showcase the convenience it offers to customers across India. #AmazonGotMyBack is a campaign that calls for customers’ unique experiences of how Amazon’s reach, combined with on-time and reliable deliveries have helped them in a time of need. Amazon India’s significant investment in strengthening its network has enabled Amazon to deliver customer packages to 100% of the serviceable pin codes in India and have continued to invest in speed with expansion of one day, Same Day and Faster Than Same Day network.
The campaign focuses on situations where customers needed something urgently or at a remote location and Amazon got their back with its on-time delivery and widespread reach. The campaign film shares the stories of two protagonists – Rajan, a café owner from Manali and Sonia Kotak, a mom influencer who are both Amazon customers. The film simultaneously highlights the real challenges both individuals faced initially and how Amazon got their back when they needed it the most.
The digital film shows Rajan, owner of Dylan’s Café in Manali, delving upon how he was discouraged by people when he decided to open a café in Manali. Sonia Kotak, a mom influencer who extensively travels with her daughter, Raahat, was asked by people how she would arrange thing that her daughter needs while travelling. The film further shows that while Rajan faced certain challenges for a few years, he was able to source the finest coffee variants and other ingredients for his café, from across the country through Amazon. “Ek pal ke liye laga tha ke life ho jayegi a little off track, lekin fir yaad aaya #AmazonGotMyBack,” says Rajan in the film. Similarly, the film shows how Sonia relied on Amazon to get everything delivered across different locations for Raahat, while travelling together. “Rahi baat Raahat ki zarooraton ki, uske liye Amazon hai na,” added Kotak.
Talking about the third edition of the #AmazonGotMyBack campaign, Karuna Shankar Pande, Director, Amazon Logistics India director Karuna Shankar Pande said, “At Amazon, we constantly strive to make the delivery experience convenient for our customers through our unparalleled reach in the hinterlands of the country with reliable and on-time deliveries. #AmazonGotMyBack campaign gives all of us, especially our associates who work behind the scenes across the operations network, an opportunity to see real and unique experiences of our customers.”
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.
