Amazon India has launched a new phase of its long-running ‘Aur Dikhao’ campaign in collaboration with WPP, with a focus on reshaping everyday shopping behaviour through culture-led and connected experiences.
The integrated campaign is designed to strengthen Amazon’s positioning as a destination for a wide selection of trend-led products and value-driven shopping across categories such as fashion, beauty, home & kitchen, and wireless accessories.
Built on the insight that shoppers often look beyond the first option and expect more variety, the campaign reframes “Aur Dikhao” as a behaviour-led idea that reflects discovery, comparison and value-seeking in everyday purchases. It will run across Hindi, Tamil, Telugu, Kannada, Marathi and Bengali, with region-specific storytelling.
The execution brings together WPP OpenDoor, WPP Creative and WPP Production as part of an integrated model that connects media, creative and production to influence shopping behaviour across touchpoints.
As part of the media approach, Amazon will feature across television and connected TV (CTV) during IPL 2026, including a co-powered sponsorship on CTV. The brand will also appear in a post-match branded segment titled ‘Game Changing Moments Aur Dikhao’, aimed at extending recall beyond standard ad slots.
The campaign also includes a short-form content format, ‘ShopTheScene’, which integrates products within narrative-driven content to enable discovery through entertainment formats.
Regional activations across Maharashtra and Andhra Pradesh, supported by out-of-home and cinema-led executions, are also part of the rollout to expand reach into Tier 2 and Tier 3 markets.
Commenting on the campaign, Anuradha Aggarwal, Director Marketing and Lifecycle, Amazon India said, "We are excited to launch the new Amazon brand campaign. Our objective is to get new and infrequent e-commerce shoppers to choose Amazon for their everyday purchases. The campaign is built on the customer insight that when shopping for everyday needs, consumers want lots of trendy and stylish choices, all within their budget. ‘Aur Dikhao’ positions Amazon as offering endless selection, on-trend products and great value, brought to life through relatable narratives across age groups and life stages, with a refreshed rendition of our popular platform tailored for Hindi-speaking and South audiences.”
Deep Jatkar, Lead India, WPP OpenDoor, said, “The most effective platforms are often the ones consumers already own in culture. ‘Aur Dikhao’ is one such idea, familiar, intuitive and deeply human. Our role was to reimagine it for a new commerce landscape by connecting media precision, cultural moments and performance intent into a single system. The result is a campaign designed not just to drive awareness, but to influence everyday shopping behaviour at scale.”
“While ‘Aur Dikhao’ once championed variety, this generation demands depth. This campaign brings back that iconic phrase through a multi-film marathon, proving Amazon doesn’t just have everything—it has the right everything”, said Mayur Varma, Chief Creative Officer, 82.5
