"Priority is to get more people to try Amazon as their first e-commerce platform": Ravi Desai

By the end of this calendar year, the Indian online fashion market is estimated to reach USD14 billion. This has intensified the battle between two e-commerce giants in India - Amazon and Walmart owned Flipkart and its subsidiaries, Myntra and Jabong. At this stage, Myntra holds the edge but Amazon is fast catching up. Its ‘Wardrobe Refresh’ sale has gained popularity and is now a stiff competitor to Myntra’s ‘End Of Reason Sale’.

Known for its deeper pockets and marketing blitzkrieg, Amazon is now gearing up to anoint itself as the online fashion destination for Indian shoppers. The Seattle headquartered e-commerce giant established its Indian avatar with ‘Desi’ campaigns like ‘Aur Dikhao’, ‘Apni Dukaan’, 'Kitne Mein Mila' and many more. Next year, it is going to proclaim, ‘Har Pal Fashionable’ and the goal is to make Indians believe that.

“As we looked at our year ahead for the fashion and beauty side of the portfolio, we had a new thought that we want to share with our customers. If you look at Amazon, we offer a selection from one end of the spectrum all the way to designer boutique collections. When you think of a range which is this wide, you are able to offer customers a solution to their fashion and beauty needs and hence, the promise we make through our campaign - Har Pal Fashionable,” says Ravi Desai, director - Mass and Brand Management, Amazon India

Amazon has chosen the Filmfare Awards as the first medium to communicate this to the masses. The Indian film Industry holds in high regard the Filmfare 'black lady', that's given away to artistes for their film performances during the annual Filmfare awards. Organised by the Filmfare magazine - a part of The Times Of India group - the 'Filmfare Awards' has established itself as a formidable Intellectual Property that drives both gate revenue and television viewership. Viacom18’s general entertainment channel Colors will broadcast the awards night, while Facebook is the event’s streaming partner. Amazon has associated with the 65th edition of the awards as its title sponsor. In an exclusive interaction with afaqs!, Desai talks about the partnership, the opportunity it provides and the challenges in marketing and advertising.

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Also Read: "Products don't compete with products anymore": Ravi Desai, Amazon