Amazon has unveiled its new marketing campaign, ‘tu khul, tu khil, har pal.’ The marketing campaign consists of a sequence of advert movies that spotlight the life tales of people who stood out by motive of their age, look and/or affinities. It has been conceptualised by Ogilvy India.
As a model, Amazon strives to take progressive views on the way it represents people inside their lives, Ravi Desai, director, mass and model advertising and marketing, Amazon India, stated. “We try to look beyond stereotypical dynamics. Through this communication, we aim to represent a diverse set of consumers by looking past preconceived notions of gender, age, body type, sexuality, region, among others. Har Pal Fashionable, then, is more than just ‘looking and feeling good’. It is about individual self-expression through fashion and beauty,” he added.
The movies present story of a lady with vitiligo, a lady who struggles to be acknowledged as one, an outdated man who refuses to forfeit his youth, the story of a transgender, a plus sized girl and a newscaster who chooses to be totally different. They take us by way of their tales, present us their scars, their weak moments.
For Sujoy Roy, inventive director, Ogilvy, open a field of Amazon, donn a costume, change the looks and rework from inside. “That is the core of our campaign. Our idea can be traced back to the unboxing videos. Only, we wanted to unbox people and tell their stories in their words. Our aim was to encourage people to wear their unique stories like they would wear a dress ordered from Amazon,” he said.
Founded by David Ogilvy in 1948, Ogilvy affords companies and experience in public relations, progress and innovation, promoting, well being, and expertise, throughout 132 workplaces in 82 nations. Ogilvy is a WPP firm.
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Source: www.financialexpress.com”