October saw Amazon India announce the biggest sale in its history throughout Diwali, India’s national festival. The campaign encouraged acts of giving by asking the public to tweet in order to send gifts to NGOs and orphanages across the country.
Amazon.in announced its sale – Great Indian Festival – Tyohar Bade Dilwala! (also known as the Big-hearted festival!) in the first week of October in 2016. It would be promoting a range of blockbuster deals at attractive prices.
The campaign was to be launched before Diwali, ‘Festival of Lights’, which is celebrated nationally in India and encourage magnanimity that manifests into acts of benevolence not just towards family members and friends, but to society at large.
To amplify this further, Amazon tied up with NGO’s & orphanages to gift the underprivileged and the orphans to spread smiles during this festive period.
Our challenge was how to bring this to life in Out of Home?
We received an overwhelming response with more than a thousand tweets & missed calls per day!