MAM
Amazon says out with the old in Great Indian Sale ads
MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year.
The campaign features a series of ads on various situations in which customers break out of the spiral of managing with the next best thing. The campaign ads have been directed by Rajesh Krishnan of Soda Films.
Conceptualised and created by Leo Burnett Orchard Bangalore, the campaign was brought to life through four TV ads that seamlessly bring together unique features of Amazon and overlays it with the Indian shopper’s mindset of adjusting with an old/damaged product in order to save money.
The first film opens in an Indian kitchen, where the lady of the house is having a conversation with the mixer about how she has lived with its many tantrums over the years.
The second film is set in a typical Indian bachelor pad. We see the protagonist using his old phone in spite of a loose charging port. Both the ads then change their tone with the characters declaring that the old mixer and phone have to go, especially since the Amazon Great Indian Sale is around the corner.
With this campaign, Amazon wants to tap into the cultural truth that people in India generally manage with less-than-desired products and wait for special occasions such as anniversaries and birthdays to replace/upgrade them. The focus of the new campaign is the emotional and cultural conditioning that creates a barrier to accessing the goods Indians want.
Amazon India director mass and brand marketing Ravi Desai says, “We understand that customers sometimes manage with old/defective products or without some products in order to postpone expenses. Considering Amazon’s constant quest to be earth’s most customer-friendly company, we wanted to put our best foot forward to address this behaviour. The Amazon Great Indian Sale with its big deals, extra cashback, no cost EMI and exchange options gives customers the perfect opportunity to replace those run-down products with new, upgraded versions while still saving money.”
Leo Burnett Orchard national planning head Rohitash Srivastava adds, “Indians wait for right occasions to buy/replace things. Diwali, birthdays, auspicious occasions have been such marquee days. Our ambition was to let people look at the Amazon Great Indian Sale as one such occasion. Working with this insight, we nudged people to not adjust any longer with the old or postpone the new.”
The campaign is supported by a robust 360-degree communication that spreads across digital, press and outdoor.
MAM
Beacon Group appoints Dr Rajesh Patel as Group CEO
36-year healthcare veteran to lead Beacon Diagnostics, Vector Biotek, Biogeny.
MUMBAI: A new chief, a fresh diagnosis and a sharper prescription for growth. Beacon Group has appointed Dr Rajesh Patel as its Group Chief Executive Officer, effective April 1, 2026, signalling a decisive push to scale its presence in the diagnostics and IVD space. Patel steps into the role with 36 years of experience across the healthcare and diagnostics industry, bringing a career shaped by leadership roles spanning sales, marketing, business development and operational strategy. His mandate is both expansive and precise: to steer the group’s overall strategic direction while tightening coordination across its three core entities Beacon Diagnostics, Vector Biotek and Biogeny Diagnostics.
In practical terms, that means driving cross-company synergies, accelerating market expansion and strengthening organisational capability areas increasingly critical as diagnostic players compete for scale in a fragmented yet rapidly evolving healthcare ecosystem. The group is positioning itself to capture unmet demand across chain laboratories, key accounts and standalone labs, segments that remain underserved despite growing diagnostic needs.
The appointment comes at a time when the In Vitro Diagnostics (IVD) sector in India is entering a more competitive and innovation-led phase, with companies focusing not just on product pipelines but also on service delivery, integration and customer-centric models. Beacon’s leadership appears to be betting that Patel’s execution-focused approach can help translate ambition into operational momentum.
Welcoming the appointment, Chairman Dr D K Joshi described Patel’s induction as a strategic move aligned with the group’s long-term vision, emphasising the role of leadership depth in navigating the next phase of growth.
For Beacon Group, the message is clear, in a sector where precision matters, leadership is the new differentiator—and this appointment is intended to set the tone for what comes next.
