Colloquial writing is the D factor

Since its inception, advertising has given one major gyaan, write your ads in the vernacular. When you are trying to persuade people to talk about your brand or purchase your product, the first thing you need to do is talk to them in their language, target them in a very personalised way.

Ecommerce giant Amazon got it right and is gambling on the distinctive character of every India – obsession for original. Just after Flipkart launched its campaign ‘Bilkul Pakka’, Amazon designed its campaign ‘We Indians Love Asli’ to assure its quality services.

Pegging on the most common traits of Indians and picturising real-life instances such as checking a currency note for authenticity under sunlight, blocking a bus seat by dropping a newspaper, Amazon is celebrating the Indian in us and tying it to the brands assurance of 100 per cent original products. What Amazon tries to signifies through its campaign is the behaviour of Indians towards value products.

Conceptualised by Orchard Advertising, the various ads in the campaign are filled with character and narrate stories attached to brand values that connect to people in the simplest way possible.

Right from the time Amazon started pegging on the theme ‘We Indians’, it has recorded the most intrinsic responses of Indians and connected it to the e-retailer’s services to reinforce its assurance towards consumer satisfaction.

For instance, one of the ads shows that average Indians are always in a hurry. Through a representative picturisation of a groom insisting pandit to hurry the wedding, Amazon has linked its quick and on-time delivery service.

Amazon’s previous campaigns including ‘Apni Dukaan’, ‘Try Toh Kar’ and ‘Aur Dikhao’ are a classic testimony of how writing in the vernacular goes a long way in making a campaign successful. A disintegrated look at all of Amazon’s campaigns proves how working on the psyche of consumer can make your brand tale ‘Worth it’ with a promising brand recall.

With a pure desi approach, Amazon aims at building its image further stronger and fighting fit compared to its competitors. Also, the fact that ecommerce players are being in the limelight of advertising is a symbol of how different industry sectors are penetrating into the market, sharp and focused.

It is interesting to notice a dynamic shift in marketing and advertising patterns. Perhaps, what adds beauty to contemporary advertising and marketing patterns is the significant emphasis on classic basics, which, in this case, is writing in the vernacular, speaking in consumer’s language, targeting them in a way they would love to be heard.

By:Tushar Kalawatia