Aur Dikhao: the original launch

Read the campaign story

A huge product selection is a retailer’s operational fact. Aur Dikhao translated it into something more human: the pleasure of asking to see another option. Amazon India’s 2015 campaign took a familiar Hindi shopping expression, meaning show more, and made it the organising idea. Its opening film used a jingle and a succession of everyday situations in which people kept wanting alternatives, giving breadth of choice a recognisable voice.

Launch reporting credits Orchard Advertising, part of Leo Burnett, and describes the work appearing in April 2015. The idea also travelled into social exchanges that asked other entertainers and brands to offer more. WARC’s later award-case summary frames the problem as distance: Amazon could feel less approachable than a homegrown competitor. The answer was to use a local conversational habit to make the retailer’s assortment promise feel familiar.

The important creative move is the connection between a phrase people already use and a capability the business can supply. The language does not simply decorate a global proposition with local colour. It changes the emotional meaning of selection from an overwhelming inventory into the enjoyable act of choosing. Repetition then has a reason: every new request is another expression of the same behaviour, so the campaign can vary its scenarios without explaining a new idea each time.

For a smaller retailer, this suggests listening for the customer’s own words before writing a slogan. A useful phrase should connect directly to an experience the shop can deliver, whether that means trying more sizes, comparing alternatives or seeing how something works. It should not substitute for navigation or availability. The accessible WARC summary describes business growth but does not expose enough underlying evidence to quantify incremental effect here. The case therefore uses the launch and creative structure, not an unsupported claim that the advertising alone made Amazon a market leader.

Listen before naming

Collect recurring customer requests from legitimate, consent-respecting research. Choose language that describes a real shopping desire rather than an internal feature.

Match the phrase with an experience

Make sure the shop or product can fulfil the invitation. If you promise more choice, help people compare and find it.

Repeat the behaviour, vary the scene

Build a series around one recognisable request, changing the situation rather than inventing a new message for every execution.

A small test for another brief

Test a customer phrase as the organising idea for a small retail campaign.

Correct understanding of the offer and intention to explore the relevant assortment, followed by actual navigation success.

Reject the phrase if shoppers interpret it differently or the available stock and experience cannot fulfil it.

• Interview five recent customers about what they ask before buying.
• Pair one repeated phrase with a genuine shopping feature and three short scenarios.
• Run a small concept test against the existing feature-led message.