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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
