Amazon India has launched a new phase of its ‘Aur Dikhao’ platform in collaboration with WPP, as part of an integrated campaign aimed at strengthening its positioning around wide selection, trend led products and value driven shopping. The campaign is being executed through WPP OpenDoor, WPP Creative and WPP Production.
The initiative focuses on addressing consumer perception around affordability while reinforcing the scale of product choice available on the platform. It targets key categories such as fashion, beauty, home and kitchen, and wireless accessories, which are central to both new user acquisition and repeat purchase behaviour.
The campaign is built on a behavioural insight that consumers tend to explore multiple options before making a decision. The phrase ‘Aur Dikhao’ is used to represent this tendency, positioning Amazon as a platform that enables discovery and comparison across a wide range of products. The communication has been adapted across multiple languages including Hindi, Tamil, Telugu, Kannada, Marathi and Bengali to increase regional relevance.
As part of the rollout, Amazon has integrated the campaign into high visibility media environments, including the IPL 2026 season across linear and connected television. The brand has also been incorporated into post match segments, extending visibility beyond standard advertising formats and aligning with key moments of audience engagement.
The campaign further explores content led commerce formats, including integrations within short form episodic content where products are embedded into narratives. This approach is designed to connect entertainment consumption with product discovery. Additional efforts include planned collaborations with creators and sports personalities to build relevance across social platforms, particularly during the IPL period.
To support regional expansion, the campaign includes partnerships and activations across markets such as Maharashtra and Andhra Pradesh, along with out of home and cinema based placements. These efforts are aimed at increasing reach in Tier 2 and Tier 3 markets while reinforcing everyday usage of the platform.
Anuradha Aggarwal, Director Marketing and Lifecycle, Amazon India, said, “We are excited to launch the new Amazon brand campaign. Our objective is to get new and infrequent e-commerce shoppers to choose Amazon for their everyday purchases. The campaign is built on the customer’s insight that when shopping for everyday needs, consumers want lots of trendy and stylish choices, all within their budget.
He further added, “‘Aur Dikhao’ positions Amazon as offering endless selection, on-trend products and great value, brought to life through relatable narratives across age groups and life stages, with a refreshed rendition of our popular platform tailored for Hindi-speaking and South audiences.”
Deep Jatkar, Lead India, WPP OpenDoor, said,”The most effective platforms are often the ones consumers already own in culture. ‘Aur Dikhao’ is one such idea, familiar, intuitive and deeply human. Our role was to reimagine it for a new commerce landscape by connecting media precision, cultural moments and performance intent into a single system. The result is a campaign designed not just to drive awareness, but to influence everyday shopping behaviour at scale.”
