Amazon furthers 'Apni Dukaan' thought in new #AdjustNoMore ad

The 55-seconder, created by Orchard Advertising, urges people to let go of settling for less than optimal solutions for products.

Although we Indians aim for the best, but if hitting the bull's eye gets missed by a shot, we are often told to make peace with the second best alternative available at our disposal. Centered around this notion is online marketplace Amazon's latest 55-second ad film #AdjustNoMore. Created and conceptualised by Orchard Advertising, the film furthers the brand's existing 'Apni Dukaan' thought as it goads people to do away with the idea of making do with the second best option available to them when looking for optimal solutions for products.

The #AdjustNoMore campaign is a series of films on various situations where Indian customers are shown settling for what is available rather than what they actually need. The first film depicts a happy middle-class home with parents who seem hassled on being unable to find a blue-coloured dress for their daughter's fancy dress competition in which she, inspired by a book, has decided to be a princess. During the course of the film, Amazon is shown to come to their rescue when the uncle orders the same dress as seen in the book from the Amazon app, making all of them happy at once!

Commenting on the launch of the campaign, a spokesperson from Amazon India says, "Our brand always tells a story that customers feel connected to, and in a manner that is simple to understand and is relevant. The campaign #AdjustNoMore is about doing away with alternatives as Amazon.in has a wide range of products which are available at the click of a button, with quick delivery options. Our campaign takes a look at everyday situations in an Indian consumer's life and the customer's intrinsic responses to these situations."

The film is a part of an integrated campaign which includes 360-degree communication including digital, press, outdoor, and radio. More films in the series will soon follow.

The spokesperson adds further, "The campaign is for everyone and you will not be able to miss it whether you are at home watching TV, or commuting to work, on social media platforms, or are simply online. We will use all available mediums to communicate the powerful thought #AdjustNoMore."

Elaborating on the thought process behind the campaign, Dheeraj Sinha, chief strategy officer, Leo Burnett, South Asia, says, "It's amazing how life in today's India is filled with ever-increasing dreams, desires, and opportunities. However, many a time we are unable to make the best of these because we don't get access to the products and services required. We settle for the sub-optimal, and make do with what we have. This campaign amplifies how Amazon can help break such everyday compromises by making its wide range of products accessible to consumers. With Amazon on our phones, we don't have to adjust anymore."

Neha Contractor, senior vice-president and branch head, Orchard Advertising, Bengaluru, adds, "Indians have adjusted with too many things for far too long. This insight brought Amazon to become the perfect enabler that can shrink the access divide to a mere finger-length and give Indian consumers what they want, when they want it. We are proud to partner with Amazon on this momentous journey."

Lubna Khan, national strategy head, Orchard Advertising, says, "Today's vibrant and ambitious India is hungry to embrace new experiences and opportunities, and the goods and services that can unlock these are an essential part of the journey to a more fulfilled life. Yet, all too often, a lack of access to those products is a fundamental stumbling block. For far too long, Indians have accepted this and told themselves to adjust - to make do with the less than optimal solution. Amazon can help India #AdjustNoMore. For a fundamentally progressive and customer-centric brand, liberating India from the constraints that lack of access brings is a natural fit."

Neel Roy, executive creative director, Orchard Advertising, informs, "We Indians adjust with whatever we have rather than try to get what we actually want. The new campaign #AdjustNoMore highlights this behaviour and nudges us to overcome this hurdle."