Amazon India tries for social progress with #WhenAWomanShops spot

Amazon India is trying to achieve its own '#ThisGirlCan moment', taking on stereotypes about shopping and women.

Amazon India: trying to tackle stereotypes about women and shopping
Amazon India: trying to tackle stereotypes about women and shopping

The brand interviewed several Indian men about their wives' shopping habits, with all describing them as on the verge of being out of control.

Amazon India then handed 5000 Indian Rupees (£51) to the maligned wives to see what they would buy. All managed to surprise their husbands by buying thoughtful gifts such as new shirts, trousers and badminton racquets, so the couple could take up the sport.

The ad concludes, somewhat predictably, with the husbands admitting they had been wrong.

Brand: Amazon India

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).