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.”
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.
