Amazon is back with a new catchphrase - "Kitne Mein Mila"

By Sunit Roy , afaqs!, New Delhi | In Advertising
Published : March 22, 2019 06:08 AM
Amazon has consistently delivered shudh desi insight-led taglines. A quick roundup of some memorable ones over the years.

E-commerce giant, Amazon India, unveiled its first campaign of the year titled 'Kitne Mein Mila' Conceptualised and created by Ogilvy, the campaign dovetails perfectly with Amazon India's intent of making customers aware of the large selection on at great prices along with highlighting speedy and reliable delivery options. The campaign includes TVCs and digital content for customers across India.

The 'Kitne Mein Mila' campaign features quirky insights. Each scenario showcases various situations of customers who have purchased quality goods in their budget provoking family and friends to ask the question - 'Kitne Mein Mila?'

The series of TVCs narrates the surprise and disbelief of people looking at high-quality products when they ask this question. The campaign revolves around leveraging value for money as a key factor to engage with customers.

Speaking about the insight on which the campaign is based, Ravi Desai, director - mass and brand marketing, Amazon India, says, "As customers, we all seek value for our hard-earned money. We all operate within a fixed budget and seek quality products within it. Keeping in mind this insight, the 'Kitne Mein Mila' campaign showcases how understands this need and offers a wide selection of quality products making shopping more affordable, accessible and within the reach of everyone's budget."

The intent behind the campaign is to highlight products across categories including mobile phones, consumer electronics, appliances, and fashion products among others available at an affordable price along with Amazon's quality assurance.

According to Kiran Ramamurthy, manager partner, Ogilvy South, 'Kitne Mein Mila' is the apt phrase that captures two quintessential things about a product that has just been bought - its quality and its price. It is the first inevitable question that is asked when you see someone with a new product that appeals to you.

"When Amazon wanted to convey that a wide selection of products was available at great prices, there was no better phrase than 'Kitne Mein Mila' to anchor the thought of fantastic value that customers get on Amazon. The essence of this campaign is the genuine surprise that is evoked in people when they discover that the product that they thought was expensive, is available at jaw-dropping prices on Amazon," elaborates Ramamurthy.

Going the 'Desi' way

Over the years Amazon has launched campaigns using 'shudh desi' insight-led taglines. A quick roundup of some memorable Amazon desi ads:

Aur Dikhao, Aur Dikhao

In April 2015 Amazon launched its 'aur dikhao' campaign to highlight the 'power of choice'. The ad film ends with the campaign jingle - 'aur dikhao' - which highlights a typical Indian shopper's tendency to always look at a lot of options before making a purchase decision. The film urged viewers to download the Amazon app and enjoy the benefit of choice.

Kya Pehnu?

In December 2015 Amazon India released a campaign titled 'Kya Pehnu' which captures the dilemma that people face while deciding what to wear for a particular occasion. The TVCs were conceptualised by Ogilvy & Mather, Bangalore.

Apni Dukaan

In February 2016 Amazon captured the dilemma of consumers who hesitate to make an online purchase through their 'Apni Dukaan' brand campaign. The ad, conceptualised by Orchard India, puts together relatable slice-of-life situations to highlight the important features of Amazon services such as - one-day delivery, easy returns and Cash on Delivery (COD).


In July 2016 Amazon India launched a campaign called #AdjustNoMore to discourage people from settling for anything less than optimal solutions on products. The campaign was about doing away with alternatives as has a wide range of products which are available at the click of a button, with quick-delivery options.


In 2017 the brand launched its #SabAmazonWaale campaign which showcased different types of Amazon customers and how it has emerged as the most preferred online shopping platform for nearly everything. Designed and conceptualised by Leo Burnett Orchard, the campaign was an ode to Indian customers across different geographies and socio-economic categories and how they have chosen Amazon for their different needs.

CCO South: Azazul Haque and Mahesh Gharat
Creative team: Nilay Moonje, Souvik Banerjee, Vismay Rajendra, Sameer Gupta, S. Syamkumar, Sujith Bose
Account management: Kiran Ramamurthy, Kamala Gowri, Ajay Kumar, Manju Mary Thomas
Planning team: Prem Narayan, Anirban Roy, Prashant Halbe
Director for North: Harshvardhan Kulkarni, Bloom Productions
Director for South: Jerald Packiasamy, Still Water Films

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