Amazon India brings quirky independence day deals to every kind of shopper with Schbang
Amazon India has launched a new advertising campaign featuring various 'shopper personas' to promote its upcoming Great Freedom Sale. The campaign, created by Schbang, aims to resonate with diverse consumer behaviors through humor and relatable scenarios.
Why it matters
Marketing strategies that leverage consumer psychology are increasingly important for e-commerce giants during high-stakes sales events.
Amazon India has released a new ad film to build anticipation for the upcoming Great Freedom Sale, spotlighting the many different ways Indian consumers shop during a big sale. Rather than a straightforward sale announcement, the films are built around a simple, relatable truth: no two shoppers approach a sale the same way.
The film brings the familiar shopper types to life: the one who waits patiently for the sale to go live, the tol-mol shopper who won't check out until every coupon and cashback is stacked in, the deal-pe-deal shopper who can't stop adding one more good deal to the cart, and the FOMO shopper refreshing the app so they don't miss out. By capturing these behaviours with humour, the films turn a sale announcement into something audiences recognise in themselves.
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