Deepashree Banerjee

Amazon tweets 'Ajab Alexa Ki Ghazab Kahani'

This new post deserves a moment of attention. After all, Amazon has topped our Buzziest Brands charts this year.

Amazon’s virtual assistant Alexa seems to have made itself pretty comfy in Indian households. We spotted this recently posted, cartoonised tweet (created by Samata Ukil, a Bengaluru based doodle artist, as it turns out) on Amazon India's Twitter page. It's a graphical illustration about Alexa's journey so far - the info- heavy post highlights the product's journey from October 2017 to January 2019. It is titled 'Ajab Alexa Ki Ghazab Kahani' (inspired by a Hindi movie title 'Ajab Prem Ki Ghazab Kahani'.

And that's not the only way the brand has kept things desi. It's got transliterated words - and movie titles - like 'Badhai Ho' and 'Kuch Kuch Hota Hai' written on it. And we think we've spotted an image of Chota Bheem somewhere in there.

Though mostly available to select and premium customers only, the voice assistant has played a key role in popularising the entire concept of smart home speakers in India. If reports are to be believed, the company is very bullish on capturing more of India’s growing voice market by delivering more localised features and services.Since it appeared on Indian shores, Amazon has launched multiple Alexa-powered Echo devices and has also expanded the product 'into' non-Amazon devices including headphones and set-top-boxes.

The company has collaborated with brands such as Harman and Kardon, Motorola and Boat, to launch Alexa-enabled devices in India.

Unlike Google, Amazon’s voice assistant still hasn’t embraced vernacular languages fully. However, it recognises certain phrases in local languages and does a pretty decent job at understanding English in the Indian accent.