Amazon India launches its new campaign – ‘Kitne Mein Mila?’

Amazon India today unveiled its first campaign of the year, “Kitne Mein Mila?” Stemming from a truly quintessential Indian insight about value sought by customers, the campaign revolves around leveraging value for money as a key factor to engage with customers.

The campaign features quirky insights and goes live today. Each scenario showcases various situations of customers who have purchased quality goods in their budget, provoking family & friends to ask ‘Kitne Mein Mila’. The series of TVCs visually narrates the surprise and disbelief of people looking at high quality products when they ask this question. The intent behind the campaign is to highlight products across categories including mobile phones, consumer electronics, appliances, fashion products among others available at an affordable price along with Amazon’s quality assurance.

Conceptualized by Ogilvy, the ‘Kitne Mein Mila’ campaign dovetails perfectly with Amazon India’s intent of making customers aware about the vast selection on Amazon.in at an unbelievable price with fast & reliable delivery. The campaign includes TVCs and digital content for customers across India.

Ravi Desai, Director Mass and Brand Marketing, Amazon India said, “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 Amazon.in understands this customer need and offers a wide selection of quality products making shopping more affordable, accessible and within the reach of everyone’s budget.”

Kiran Ramamurthy, Manager Partner, Ogilvy South said, “‘Kitne mein mila’ is the ubiquitous 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 a friend or acquaintance with a new product that appeals to you. So, 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.”