Ad Campaigns
Amazon rebrands as your everyday enabler, not just the everything store
MUMBAI: Once known as the ‘everything store’, Amazon India is now gunning for something a little closer to home—and heart. With its new campaign, Har Din Behtar, the e-commerce giant wants to be seen not just as a marketplace for all things, but as a thoughtful partner in everyday life.
Conceptualised by Ogilvy, the campaign signals a quiet but meaningful shift in Amazon’s narrative: from a transactional utility to a brand that understands India’s everyday struggles, quirks, and quiet triumphs.
The thematic film opens with a neighbourly face-off—a tongue-in-cheek tug-of-war of betterment. From swapping outdated décor to embracing new habits, the film portrays how a little friendly rivalry becomes the nudge towards becoming your best self. That spirit runs through three punchy follow-up films:
. A PG aunty takes the plunge and partakes in a Gen-Z party, all thanks to budget buys under Rs 300.
. A grandson uses thoughtful buys to bond with his grandfather—small gestures, big feels.
. A dad sneaks veggies into his kids’ meal with a clever kitchen hack, backed by products with crores of reviews.
The campaign tagline—“Har chhoti badi koshish se banta hai din behtar”—cements the message: it’s the little things that make every day better.
Commenting on the campaign launch, Amazon India director – growth & consumer marketing, Pragya Sharma said, “Today’s India is not for the fainthearted. It is where rising expectations are being met with expanding opportunities. We love this about India because it reflects the culture that has been a north star for Amazon since the first day of the launch of our e-commerce marketplace in the country. Customer obsession is at the centre of everything we do, it is what keeps us curious, nimble, and innovative. We love that our customers’ expectations are never static and always rising. It reminds us to not just respond to customers’ needs but anticipate them as well. With ‘Har Din Behtar’, we are not only acknowledging this spirit of relentless improvement, we also aim to match it by enhancing selection, speed, and service quality daily.”
The campaign strikes a fine balance between emotional pull and retail proposition. Backed by RTBs like under Rs 300, innovative products, and crores of reviews, the films highlight how Amazon isn’t just about indulgence—it’s about effort turned effortless.
Ogilvy India CCO Sukesh Nayak spoke about the campaign, saying, “Amazon as a brand has always been known as the ultimate online shopping destination in India – an everything store. With this campaign, we’ve added heart to what Amazon stands for. Evolving to become an everyday partner for all of life’s little-big moments. Through our films, we’ve shown how Amazon supports you in turning your small daily goals into big, beautiful wins. Helping you really make every day better.”
From everyday buys to everyday better, Amazon’s message is clear: it’s not just what you get—it’s what you do with it that counts.
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.
