“India ke Sapno ki Apni Dukaan”, is Amazons campaign during the current IPL season. Amazon India is a presenting sponsor for IPL 2017 and has launched its campaign theme on Wednesday – its first ever IPL related campaign and it is completely shot in Udaipur.
Amazon had picked up Udaipur as its fictional small town “Chonkpur” to launch the aspirations of a fictional IPL team “Chonkpur Cheetahs”. The campaign is in parts where first a team is built, its name sought out and then its logo and finally the theme song – all of it shot in Udaipur. Viewers will recognise the ghats, City palace by lanes, and also Gandhi Ground, which is renamed as Chonkpur Cricket Stadium for the advt shoot.
“It portrays, through a series of films, the journey of this aspiring bunch of cricketers who have the talent, put in the hard work but don’t have access to the things (cricket kit, lucky bracelet) that will help take their game to the next level,” said Ravi Desaid of Amazon, adding that Amazon becomes the team’s partner who helps the team achieve its goals thus naming the campaign – Apni Dukan.
Amazons new campaign, completely shot in Udaipur, will be a complete digital and multimedia campaign, that will play out over the 6 week IPL extravaganza. On TV, the campaign will not only be showcased in the IPL slots but even across channels.
Desai further said that the campaign, which is conceptualized by Ogilvy and Mather, Bangalore and shot by Amit Sharma of Chrome Pictures, will be aligned to a campaign thought and parts of it will be based on what happens during the IPL.
Ravi Desai, who heads the Branding and Mass Marketing for Amazon India said that IPL is the biggest property there is as far as media is concerned and delivers on reach, frequency and offers a quick on these metrics in a matter of weeks. This is the main reason that Amazon India has chosen to launch its campaign during the IPL season.
The team at Amazon India also has a surprise planned for customers calling in to the Amazon customer service number to find out about packages and deliveries. “After the campaign has taken shape, you will possibly have the customer service reps respond to you in a certain manner that will be aligned to the campaign thought,” Desai said.