Amazon India has rolled out a new phase of its ‘Aur Dikhao’ campaign in collaboration with WPP, aiming to strengthen its positioning as a destination for everyday shopping across categories such as fashion, beauty, home and kitchen, and wireless accessories.
The campaign has focused on addressing affordability perceptions while highlighting product selection, as per media reports. It has been executed through WPP OpenDoor, WPP Creative and WPP Production as part of an integrated model combining media, creative and production.
Built on the consumer insight that shoppers tend to seek more options before making a purchase, the campaign has positioned ‘Aur Dikhao’ as a reflection of discovery-driven shopping behaviour. It has been adapted for multiple regional markets and languages including Hindi, Tamil, Telugu, Kannada, Marathi and Bengali.
As part of its media strategy, Amazon has secured visibility during the Indian Premier League 2026 across linear television and connected TV. The campaign has also introduced branded segments such as ‘Game Changing Moments Aur Dikhao’ to integrate the brand within match-related content.
Additionally, the campaign has explored content-led commerce through a ‘ShopTheScene’ format, embedding products into short episodic storytelling. It has also planned influencer-led content during the IPL season and regional activations across Maharashtra and Andhra Pradesh to expand reach in Tier 2 and Tier 3 markets.
The initiative has aimed to create multiple consumer touchpoints across entertainment, sports and digital ecosystems to drive consideration, repeat visits and long-term shopping habits.
“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.” – Anuradha Aggarwal, Director Marketing and Lifecycle, Amazon India
“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.” – Deep Jatkar, Lead India, WPP OpenDoor
“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” – Mayur Varma, CCO, 82.5
