“Alexa, what are Amazon’s recent campaigns in India”
“Before I list everything, I would like to tell you that I just celebrated my 4th anniversary in India on 14th February 2022” — Alexa
“Oh! Happy anniversary Alexa!” — Human
“Thank you” — Alexa
Alexa: “Here are the results I found on the web”
See where it takes you
“‘See where it takes you’, a campaign launched in the United States by Amazon Prime Video in December was launched in India on 22nd February 2022. Though both the countries have the same campaigns, the way the stories are told is different.
The American targeted campaign moves through the various shows you can watch when the algorithm understands what piques your interest. The narrator in the ad talks about how he was watching one show and ended up watching multiple other shows as they all connected in a way.
However, the Indian campaign is very different. The agencies know that for an ad to be successful in India, it has to target the feelings of the audience. In India, the best ads would be the ones that use emotional marketing. That is exactly how Amazon Prime Video’s ‘See where it takes you campaign’ is different.
The ad focuses on a couple who have become distant and how watching a Prime Video Original show, The Family Man together makes them realize their love for each other.
The advertisement here does not target the watchlist of the audience, unlike the US-based ad. Instead, it focuses on how a show can have an impact on people’s lives, which it usually does. It is a metaphor used to emphasize how watching a show can take the relationship/life in a different direction.
According to the Economic Times, this campaign will have another advertisement involving another Prime Original Series ‘Four More Shots’.”
Alexa’s Anniversary
On February 14th, Alexa celebrated its 4 years in India. Amazon Alexa India came up with an advertisement to celebrate the occasion and thank its customers.
The ad depicts the many uses of Alexa as used by family members. The father asks for recipes on Alexa, the mother for her schedule, the daughter for facts, and the grandmother for games for entertainment purposes for the whole family.
Alexa’s usage grew the most during the pandemic. To keep people aware of the product, its uses and to encourage them to buy more Alexa devices as a gift or for personal use, the ad is a great reminder of how the product can bring the family together.
Both these campaigns are a great way to reach both potential and existing customers. It pushes existing customers to keep on continuing with their subscription and partnership with amazon and see where it takes them. It is also a great way to reach an untapped audience by telling them what they have been missing out on.
As someone who uses Alexa daily to play songs, check the weather, and a wake-up alarm, Alexa is a part of my home. It is also a great way for my parents to reach me when I don’t pick up the phone 🙃.
“Alexa, play Sorry by Justin Bieber.”
