Manish Tiwary on Amazon India’s big festive campaign

Manish Tiwary, Country Manager and VP, India Consumer Business, Amazon

In an exclusive conversation with Storyboard18’s Delshad Irani, the country manager and vice president of India consumer business at Amazon India, tells us about the genesis of ‘Amazon Se Liya’ campaign and how it brings out the brand’s purpose.

Simply Speaking: Emotion as a marketing lever – you can’t wish it to happen!

It is fundamentally important that we aim at emotional responses geared to build habit rather than love. (Representational image: Nihal Demirci Erenay via Unsplash)

Whether the Barcelona football club, Elvis Presley or Laphroaig single malt, brands can provoke emotions up to the levels of frenzy, devotion or ecstasy.

EVolve 2022: Industry needs to focus on measures to make reliable products: Ather’s Nilay Chandra

Rather than pointing fingers at how things are blown up in the EV category which might be true, the industry needs to focus on measures to make reliable products. Once consumers see evident action being taken by all players then half of the problem will be solved and then we could do myth busting exercises, says Nilay Chandra

Exclusive: Nilay Chandra, VP – Scooter Business, Ather Energy, on evolving EV marketing strategies