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.
Brands
Domino’s Q1 profit falls 6.6 per cent, announces $1 billion buyback
Sales rise 3.4 per cent as pizza giant balances growth and shareholder returns
NEW YORK: Domino’s reported a mixed start to 2026, with first-quarter net income slipping even as global sales and store expansion held steady. The company also announced a fresh $1 billion share buyback, underlining its continued focus on shareholder returns.
Global retail sales rose 3.4 per cent on a constant-currency basis to $4.74 billion. The US remained a key growth engine, with same-store sales inching up 0.9 per cent, supported by a 1.5 per cent rise at company-owned outlets.
International markets, however, painted a more uneven picture. While Domino’s added 161 net new stores overseas during the quarter, international same-store sales declined 0.4 per cent. Overall revenues still climbed 3.5 per cent to $1.15 billion, driven by higher supply chain revenues and a 2.6 per cent increase in food basket pricing for franchisees.
On the profitability front, net income fell 6.6 per cent to $139.8 million, compared to $149.7 million a year earlier. Diluted earnings per share dropped to $4.13 from $4.33. The decline was largely attributed to a $30 million unfavourable swing in unrealised gains linked to its investment in DPC Dash Ltd.
Despite this, operational performance showed resilience. Income from operations rose 9.6 per cent to $230.4 million, supported in part by a $7.8 million pre-tax gain from the sale of a corporate aircraft.
Domino’s footprint continued to expand, with the company ending the quarter at 22,322 stores across more than 90 markets. In the US, digital orders remained dominant, accounting for over 85 per cent of retail sales in 2025.
The company also maintained its dividend payout, declaring $1.99 per share, payable on 30 June 2026. After repurchasing $75.1 million worth of stock during the quarter, the new authorisation lifts the total available for buybacks to $1.29 billion.
Domino’s chief executive officer Russell Weiner said the company’s scale and store-level economics position it well to capture further market share in 2026, even as competition intensifies.
As Domino’s leans into expansion and capital returns, the latest results show a business managing short-term pressures while keeping its long-term growth strategy firmly in play.
