Within a month the ad film manage to hit 1,486,428 views on YouTube and performing strong on various social media platforms such as Facebook, Twitter etc. Recently Amazon roped comedian Gaurav Gera to promote its products on Twitter via #ApniDukaan.
This week when we asked Jiten Bhagat, CEO, Percept/H about his favourite ad film, he replied Amazon’s #ApniDukaan.
Which ad film grabbed your attention in past few days and why?
I liked Amazon’s #ApniDukaan. It’s not really a creative ad in that sense, but surely one that defines the future strategy of the Amazon brand.
This is Amazon’s way of broadening their TG and making all of India, and all ages buy from. Apni Dukaan is clearly a term that makes them our own shop that makes the consumer feel at ease.
If given a chance, what changes would you like to make into it?
It’s a good piece of communication. Works well for the TG. Wouldn’t want to change anything
Did the advertisement make you want to buy the product?
Well Amazon has always been a brand that enjoys TOM recall among not only e-retail but across categories. Amazon is always the first port of call for me when I buy online.
Humour and Emotions, what works most in India?
I think both of them are very strong means, although the effectiveness depends on the category, brand and its objectives with the ad / campaign. What we are seeing in the advertising space is that most brands are using them as steps.
Step 1 is humour as it aids in establishing a quick connection with the brand, but its relatively short term. Step 2 is emotions; it helps the brands to forge deeper and longer term connections with the consumers.
What three things should keep in mind while making an ad?
First, the objectives the brand has set for the communication exercise to achieve or what’s the problem the communication is intended to solve.
Second, the audience the brand wants to build a relationship with – what matters to them the most.
Third, how the ad is being put to action – in what all ways the ad would touch the consumers.
Please give your last word for this ad and rate the ad out of 10.
This ad is entertaining, engaging, category enhancing and more importantly – relevant to the consumers. I would rate it an 8.
