Google promotes its Indian e-commerce holiday with new campaign

The search giant hopes the Great Online Shopping Festival will be the country's answer to Cyber Monday, and #SpecialDelivery salutes the people who bring the goods

MUMBAI — Inspired by Amazon’s success in promoting Cyber Monday in the United States and Alibaba Group’s big score with Singles' Day in China, Google India in 2012 introduced the Great Online Shopping Festival as a national event for online purchases.

To promote this year’s edition, Ogilvy & Mather has conceptualized a film that takes a behind-the-scenes look at the delivery men who support the shopping spree. The film begins by looking at the story of four delivery men, each telling their tales on the job. The film shows us instances where the men aren’t able to fulfill their orders due to a lack of communication from the customer’s side and shows us the immense work the men put in in order to get the packages to their respective buyers.

The film cuts to a group of people walking through the street as a voiceover talks about how Google wanted to do something special for these men. We see this group of people approaching four houses where they ask for Hanumant, Vishal, Vaibhav and Nitin. They are each given a personalized helmet with a thank-you card.

The film ends with request to make every delivery special.

Sandeep Menon, director, marketing, Google India, said, " 2014 was a roaring success, with all partners seeing great engagements across product categories. We got a total of 1.4 crore visits to the site and the user engagement is up by seven times compared to last year. All this was made possible due to collective efforts of all our partners. And this video is a small gesture to thank the unsung heroes who keep the wheels of this growing industry moving."

Navin Talreja, president, Mumbai and Kolkata, Ogilvy India, said, "Brands with a social conscience and a sensitivity to the ecosystems that make them work are [preferred] by consumers across the world. Google … has led many such initiatives. #SpecialDelivery is a special gesture by Google for the delivery boys who bring parcels of happiness to homes in India."

Sukesh Nayak, executive creative director, Ogilvy India, said, "Today, we all shop online and enjoy the comfort of it. But somewhere we forget to acknowledge the most important person in this — the delivery man. Our idea was to recognize them and thank these faceless people. The helmet was not just personalized but also designed to visually depict their amazing journey. The expression on their faces when we delivered this at their doorstep was just priceless. It made us realize, that a little thank you goes a long way."

Campaign credits

Client: Google India
Creative agency: Ogilvy & Mather
National creative director: Rajiv Rao
President, Mumbai and Kolkata: Navin Talreja
Executive creative director: Sukesh Nayak
Head of planning, Mumbai: Kawal Shoor
Senior creative director: Talha Nazim, Manasi Kadne
Art directors: Nobin Dutta, Noothan PR
Copywriter: Aratrika Rath
Business head: Hitesh Patel
Account management: Kunal Rasania, Madhavi Unni
Production house: @Asylum
Director: Raaj A Chakravarti

This article first appeared on

Subscribe today for just $116 a year

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

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free