Amazon India has released a new ad film ahead of its Great Freedom Sale, focusing on the different ways consumers behave during major online sales rather than leading with product offers and discounts.
The film features several familiar shopper personas, including those who wait for the sale to begin, compare coupons and cashback before checking out, keep adding deals to their cart and repeatedly refresh the app to avoid missing an offer.
The campaign uses these behaviours to frame the Great Freedom Sale around the idea that consumers approach sales differently. The ad also connects the concept with Amazons A to Z brand identity by moving through different shopper types and products.
Watch the campaign
The film ends with the message that the Great Freedom Sale has deals for different kinds of shoppers. The campaign was developed by Schbang and is being released on YouTube ahead of the Great Freedom Sale.
