Amazon has launched a nationwide campaign for Amazon Now, its ultra-fast, within-minute delivery service. Developed in partnership with WPP OpenDoor, the campaign is built around the tagline ‘Fast Now. Fayda Now.’ and highlights the platform’s focus on quick deliveries, convenience, and everyday value.
The campaign was first rolled out during the Indian Premier League (IPL), with placements across major matches to introduce Amazon Now to a large national audience. Alongside television and Connected TV advertising, the campaign includes digital video formats to reach urban and digitally engaged consumers.
Amazon has also expanded the campaign through out-of-home advertising across key markets. This includes billboards, transit media, and digital out-of-home installations in high-traffic locations. Through the campaign, Amazon Now aims to position its rapid delivery service as a practical option for customers looking to save time and access products quickly.
Anuradha Aggarwal, Director and CMO, Amazon India, said, “Ultra-fast delivery today is not just about getting orders to customers within minutes, it’s about making that experience consistently convenient, reliable and rewarding. With Amazon Now, our focus is on delivering value that goes beyond delivery timelines through cashback, no extra charges and transparent pricing. ‘Fast Now. Fayda Now.’ brings this proposition to life, making the benefit of ultra-fast deliveries feel immediate, relatable and valuable in everyday moments.”
Deepa Jatkar, Lead India, WPP OpenDoor, said, “With ‘Fast Now. Fayda Now.’, we are not just launching a service; we are redefining how speed translates into everyday value for the Indian consumer. Quick commerce is inherently high-intent, but to win, a brand must move beyond functional delivery metrics and build emotional utility.”
She further added, “By integrating high-attention sporting moments like the IPL with high-impact outdoor visibility in priority zones, we have built a media ecosystem where physical presence meets digital precision. The strategy ensures that Amazon Now is not just seen but integrated into the daily routines and immediate needs of urban consumers, turning instant delivery into an indispensable daily advantage.”
Anuraag Khandelwal, CCO, 82.5 India, said, “The brief was simple, how do you make a promise that’s impossible to ignore? ‘Fast Now. Fayda Now. Amazon Now.’ does that by leaning into a behaviour that’s deeply Indian yet universally human: comparison. From q-com apps to delivery expectations, consumers are constantly weighing experiences against each other.”
He further added, “Instead of hiding from that, we leaned right into it with humour, relatability and unmistakable Amazon honesty. This is modern advertising at its best – culturally fluent creativity seamlessly integrated across media, production, mainline and digital, all working together at scale through WPP.”
