Amazon.in urges Indians to #AdjustNoMore

Amazon India has come out with their latest campaign called #AdjustNoMore. People in India are forced to adjust with whatever they have because they don’t have access to what they really want or need. With the new integrated campaign, Amazon encourages people from settling for less than optimal solutions on products.

The campaign features series of films on various situations in which customers break out of the spiral of “making do” with the next best thing.

The campaign’s first film ‘Princess’ takes a peek into the life of a cozy family who experience turmoil  when the little girl, in all her innocence, wants to dress up like a very particular princess for an upcoming fancy dress competition. The film follows the commotion of her parents trying to create the exact dress and somehow completing the look using odds and ends. However faced with the problem of finding shiny silver shoes, they “adjust” with the next best thing and plan to use an ordinary pair of white shoes instead. Meanwhile, the father’s younger brother overhears the discussion and plans a surprise for everyone. Next day, the entire family is stunned when they receive a package with various ‘princess’ items. The Father looks at his brother for an answer and the brother replies with, “Apni ek dukaan hai na bhaiya”. Keeping in mind Amazon’s previous campaign, ‘Apni Dukan’, the new film nicely ties the situation back to Amazon, the friendly neighbourhood store.

The campaign is supported by a robust 360* communication that spreads across digital, press, outdoor and radio. The campaign is conceptualized and executed by Orchard Advertising.

Commenting on the launch of the campaign, Amazon India Spokesperson said, “Our brand always tells a story that the customers feel connected to and in a manner that is simple to understand and relevant. The campaign #AdjustNoMore is about doing away with alternatives as Amazon.in has a wide range of products which are available at the click of a button, with quick delivery options. Our campaign takes a look at everyday situations in an Indian consumer’s life and the customer’s intrinsic responses to these situations.”

Elaborating on the thought process behind the campaign, Dheeraj Sinha, Chief Strategy Officer (South Asia) said, “It's amazing how life in today's India is filled with ever increasing dreams, desires and opportunities. However, many times we are unable to make the best of these because we don't get access to products and services required. We settle for the suboptimal, make do with what we have. This campaign amplifies how Amazon can help break these everyday compromises. Because Amazon makes accessible, a wide range of products. With Amazon on our phones, now we don't have to adjust anymore.” 

Neha Contractor, Senior VP and branch head, Orchard Bengaluru - “We Indians have adjusted for too many things for far too long. This insight brought Amazon to become the perfect enabler who can shrink the access divide to a mere finger length and making the Indian consumer  get what they want, when they want it - no longer adjusting! We are proud to be partnering with Amazon on this momentous journey.”  

Lubna Khan, National Strategy Head, Orchard,

“Today's vibrant and ambitious India is hungry to embrace new experiences and opportunities, and the goods and services that can unlock these are an essential part of the journey to a more fulfilled life. Yet all too often, a lack of access to those products is a fundamental stumbling block. For far too long, Indians have accepted this lack and told themselves to adjust - to make do with the less than optimal solution. Amazon can help India #AdjustNoMore. For a fundamentally progressive and customer centric brand,liberating India from the constraints that lack of access brings is a natural fit.”

Neel Roy, Executive Creative Director, Orchard

“We Indians adjust with whatever we have rather than trying to get what we actually want. Access being the prime barrier. This new campaign #AdjustNoMore  highlights this behaviour and nudges us to overcome this hurdle.”