Institute of Marketing Communications India®

Amazon India targets first-time online grocery shoppers via its latest ad campaign

Amazon India has recently launched a video ad campaign that showcases a young couple about to settle at their new home. They confess to each other that they have never shopped for groceries earlier by themselves. For people like them who are not quite familiar with shopping for their own groceries, now convenient online platforms for buys regular items online are available. This is how Grocery on Amazon comes to their rescue when comes to shopping for daily needs.

Amazon showcases its offerings to give super savings, excellent quality and fast delivery. This is meant for young people who often prefer kirana stores and sabzi mandis for their daily groceries. With these benefits and savings offered by Amazon, now their online shopping gets to be hassle-free.

Online grocery is predicted to be almost three percent of the total grocery opportunity by 2025, with a market size of approximately $24 billion according to studies by RedSeer Consultancy.

The 40-second ad launched by Amazon India showcases its target persona and Indian youth can relate themselves with the couple showcased in the ad. Through the ad, Amazon has wonderfully addressed the pain points and showed an easy solution of the convenience of buying groceries online.

Apart from Amazon India, other e-commerce platforms have also launched their grocery segment and there are also single category focus brands like Licious, Fresh2Home and Meatigo who are currently booming in the Indian market.


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