Amazon targeting customers from smaller markets this festival season

Amazon.in’s marketing campaign this festival season targets its existing customer base and new customers with its new festival messaging – Karo milke tayyari toh tyohaar tyohaar lagta hai .

Explaining the messaging, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India, said: “We wanted to remind India that the lead up and preparation for any festival is just as exciting and memorable as the festival itself. It is an opportunity to strengthen bonds that matter. From choosing what to buy for your loved ones, renewing your homes with products that were earmarked for purchase during the next Dusshera/Diwali and buying products specifically required for the festival itself, preparations play a critical role in making the festival tayyari memorable.”

The campaign urges people to take time off and invest it in creating memories with their loved ones, while Amazon takes care of their shopping needs.

While the needs of existing Amazon Prime customers have been addressed by giving them prior access to the best deals from noon on Wednesday, 12 hours before Amazon’s Great Indian Festival sale kicks off; the needs of new customers that Amazon hopes to hook, especially from Tier-2 and -3 markets pan India have also been addressed by offering them big ticket, high value products at affordable prices, through no cost EMIs, buy now and pay next year and cross category exchange offers.

“Seven out of 10 new customers on Amazon are from non-metro locations pan-India. We are giving them affordable products by asking them to buy now and start paying from January 2018, by availing zero-cost EMIs from our partner banks. They can trade their old smartphone for a TV or washing machine or air-conditioner,” said Desai.

Stating that Amazon is customer obsessed, Desai said, “we craft our advertising campaign based on two key pillars – a strong product and deep rooted consumer insights, to address and solve customer requirements. To address the regional nuances of celebrating Diwali, the campaign has been customised for execution in the Southern markets in Tamil, Telugu and Kannada. While the messaging theme remains the same, the films have been executed with a different cast and in different settings.