Ad Campaigns
Amazon’s festive season ad asks consumers to splurge with their ‘Dil-Dimaag’
MUMBAI: Amazon India has kicked off the upcoming season with its campaign ‘Dil-Dimaag’.
Aimed at preparing customers for the festive season, the campaign showcases the ease and convenience of shopping on amazon.in in some of the most loved categories of smartphones, home appliances, kitchen and fashion.
The campaign features three different TVCs and is on air from 20 August 2018.
Each TVC starts with the omnipresent dilemma between the heart and the mind highlighting the various benefits of buying on Amazon such as wide range of top brands, scheduled and damage free delivery, 48-hour installation and 30-day return policy. The Dil-Dimaag campaign seeks to establish Amazon.in as the preferred choice for customers buying needs, be it festive shopping or daily essentials.
Conceptualised by Leo Burnett Orchard and directed by Jerald Packiasamy of Still Waters Films, the campaign brings alive the heart and mind through twin characters in the film and showcases the eternal debate between the two when it comes to shopping online. With the heart (dil) eventually convinced as the mind (dimaag).
Amazon India director for mass and brand marketing Ravi Desai says, “When it comes to shopping on Amazon we see that there is a conflict between the heart and mind of consumers. There is a desire to shop on Amazon but they are held back by certain things which they are unaware of. The Dil-Dimaag campaign seeks to help customers understand our offerings better especially in categories where purchases are planned in advance. The upcoming festive season will be the biggest celebration yet on Amazon.in where customers can expect the widest selection, the best deals and maximum savings.
“As a lead-up to the festive season, our campaign seeks to provide information and clear doubts as our customers prepare their shopping lists. This season is going to be our biggest ever in terms of traffic, new customers, digital payment adoption as well as sales,” he adds.
Leo Burnett Orchard executive creative director Neel Roy mentions, “Each of the stories we chose to execute is based on insights into various concerns with online shopping. Your mind and heart are always in a state of conflict. When doubts get clarified with logical answers, decision making becomes easy. So we chose a simple storytelling format with a small twist. We told these stories using twins. It was a fun way to execute ‘Dil and Dimaag’ that conveyed our intended message that when both mind and heart agree, your decision becomes a whole lot easier.”
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.
