Amazon India's new "Aur Dikhao" (Show Me More) ad campaign has generated quite a lot of buzz, most of it quite positive. The ad is amusing enough and its purpose seems straightforward - highlight the variety of products available on Amazon India in a way that connects with the Indian psyche. But there is a more subtle message if you can manage to tune out the jingle and urgent imagery.
Rekha Raghunathan is 'Editor at large' consulting with India Water Portal and Indian Institute for Human Settlements. She blogs occasionally, reads randomly and trains often.
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