With the comeback of Chonkpur Cheetahs this IPL season, Amazon extends its ‘Apni Dukaan’ theme and narrates a new story, namely, ‘Ajnabi Shahar Mein Apni Dukaan’.
While moving into a new city is significant progress, it is also a double-edged sword coupled with difficulties of finding the perfect house and adjusting to the new surroundings. But, it doesn’t stop just there.
Through its campaign, Amazon attempts to initiate a conversation with the migrant population and empathises with their teething troubles. The dramatic spots portray how the pace of the aspirational Chonkpur Cheetahs team is slowed down by the hustle of the marketplace. Instead of establishing their positions at the stadium, Chonkpur Cheetahs are left to face their toughest rivals – a shopping list, the city’s scorching heat and its towering prices. The films highlight Amazon’s role in helping the team settle into the new city.
139 Million internal migrants – A sizeable market for Amazon
As per the 2011 census, the level of urbanization in India has increased from 27.81% in 2001 to 31.16% in 2011, reports World Economic Forum. Census 2011 pegs the total number of internal migrants in the country at a staggering 139 million.
Naturally, Amazon wants to talk to the growing base of migrant population and support them on their journey, as they outgrow their comfort zones and pursue their dreams in the new city.
Beginning of Chonkpur Cheetahs
Amazon launched the Chonkpur Cheetahs campaign for the first time, during IPL last year. 2017’s campaign was about a team playing cricket in a small town of India, whose dreams of playing the ‘T20’ matches are restricted by their ability to get things that they need. The campaign further spoke about how they overcame challenges of access, with a little help from Amazon.
In 2017, the integrated campaign garnered over 20 million views, 1.5 lakh engagements and 14,000 conversations across mediums. Taking this further, the ad released for IPL 2018 shows the team move in to a bigger city.
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Strategic focus on the needs of migrants
On social media, Amazon attempts to strike a relevant conversation with the segment that may have settled into a new house or city. Through its posts, Amazon pitches in an array of consumer durables, which one would need to live at their new abode.
Stitching in one of the team players Puppi, Amazon doesn’t skip an opportunity to talk about its collection of men’s apparel.
Be it the coach or the players, Chonkpur Cheetahs have become the face of Amazon’s summer sale.
— Amazon.in (@amazonIN) May 16, 2018
— Amazon.in (@amazonIN) May 16, 2018
Chonkpur ke Cheetah memes too are now a subject of conversation.
Social Samosa spoke to industry experts, to find out what they hold of the sensational Chonkpur Cheetahs.
Partho Sinha, ex DigitasLBi and now a part of Volunteer4india, shares, “Whether its cricket or advertising, a winning combination always follows the basic rule of being Simple, Short and Smart – exactly what Amazon’s ‘Chonkpurke Cheetahs’ does. The ‘Chonkpurke Cheetahs’ series is a brilliant example of how to integrate the two things Indians love – cricket and drama”.
Sinha holds, that the campaign cleverly appeals to the target audience in B and C class towns. He adds, “The attention to detail – like the actors chosen, their dialect, their problems and finally the reach and acceptability of Amazon in smaller towns is well handled. The campaigns seem to ask the audience, what will be the next challenge to the ‘Chonkpur ke Cheetahs?’ send us your suggestions.”
“Think Ogilvy Bangalore has done a great job in storytelling and kept the interest alive in the series”, Sinha concludes.
Anadi Sah, Group Creative Director, Isobar, comments, “I guess audience were equally eager to get the Chonkpur Cheetahs back this season. I feel the extension rolled out this season is exciting and thoughtful progress. While the series of films are fun to watch I also like the idea of having different renditions to address the audience at different geographies. It beautifully fits the cricketing season and is bang on the consumer insights. In the times when brands are leveraging their sponsorships and celebrity endorsements; this is a great case that exemplifies what and how a brand can do to ride a trend and be relevant to their audience.”
In Indian advertising, a few characters have found their place in people’s memory, for good and bad reasons alike; be it the Vodafone ZooZoos, Five Star’s Ramesh and Suresh or the Airtel 4G Girl. Stories extensively built around characters continue to resonate with Indian audiences. It remains to be seen whether the aspirational Chonkpur Cheetahs too will become a part of people speak.