Mumbai: A lot of brands have been building on the emotional quotient in advertising, since time immemorial. But how you build a brand which would connect with your consumers, pulling at the strings of their hearts, speaks a lot of what you believe in and stand strong for – your brand values and ethics. One such ongoing campaign ‘Phir Aaiyega’ is that by Amazon, wherein the brand, through a set of films, wants to demonstrate its support to small businesses, which ergo, made it big through the e-commerce major.
The digital agency behind these films is Kinnect. As of now, two films have been released, one each for the brands, Himalayan Origins and Better Alt. Himalayan Origins is a personal care brand which adheres to the ecological system and attempts to minimise the usage of plastic in any way. Better Alt is a brand that offers clean and sustainable plant-based nutritional choices.
The brief and creative thought
Kinnect national creative director Kartikeya Tiwari explains that the brief was to start building a warm relationship of Amazon with India. A relationship of mutual respect, care and eventually love. “Amazon has now been in the country for a good while and it was time to build a deep relationship with the customer that goes beyond an e-commerce transaction.”
Putting in small personalised notes for your loved ones, is an age-old technique of showing love, care and warmth. The same is depicted in the films where the founders of both brands express their gratitude towards their customers with their letters.
Talking about the creative idea and thought behind this campaign, Tiwari brings out that a simple insight was their starting point. That the customer gets to interact with a very transactional UI of Amazon, which is super-efficient but takes a lot away from a typical Indian neighbourhood store experience. “The human side of the shopping experience is what builds familiarity and a relationship. We are more attached to a business when it feels like we know them intimately. And when we know a shop and its people intimately, we never say goodbye. We always say ‘Phir Aaiyega’.”
He goes on further, “This is a series of letters from business owners to their customers on Amazon. These letters lay bare the stories of the people behind these businesses. And they always end with the promise of meeting again, or as we say ‘Phir Aaiyega’.”
Weaving the Amazon brand story around homegrown brands
Elucidating on using the technique of emotive storytelling of brands such as Himalayan Origins and Better Alt, Tiwari mentions, “These are true stories of how the aspirations of Indian brands can become a reality on Amazon. The purpose of telling their story was to stay authentic and honest while giving the right triggers to our audience. We’ve heard and read stories of hundreds of Indian businesses on Amazon, of which we shortlisted the few that had the right mix of authenticity and emotion.”
Himalayan Origins is a fantastic homegrown brand, but the story behind it is even more compelling, reveals Tiwari. “This story of two sisters from Bhimtal represents our cultural values of care and sustainability like few others. It was an immediate favourite of ours because of how honest and warm it felt. And who would mind shooting such a story in the beautiful locales of Bhimtal!” He was extremely glad that the film lived up to their imagination and was fittingly the opening film of this long campaign.
Discussing the campaign, Tiwari confirms that this is the beginning of a long marketing exercise. “Perception and relationship building takes time and ‘Phir Aaiyega’ will continue in the same vein. Watch out for a few more films and some really cool social content to be released on the Amazon News India handles!” he quips.
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