In India, Amazon's 'summer online festival' gets people dancing

The country's largest online store gets festive for the season launched a campaign three-day summer sale with a campaign titled "Whattey Deal, Whattey Feel" created by Leo Burnett’s Orchard Advertising.

The ad features mobile shoppers breaking into dance over the bargains available via the sale, which runs May 6 to 8.

RajDeepak Das, chief creative officer, Leo Burnett, said, "The visuals of this campaign are dynamic, showcasing how real people are celebrating the Amazon sale in a real way. A catchy jingle and a whole lot of fun unfurls at real Indian locations. "Whattey deal, whattey feel" — the key lyrics from the jingle — are inspired by the colloquial use of the phrase "What a…" commonly pronounced as ‘Whattey’ by Indians."

Campaign credits

Client: Amazon India
Agency: Orchard Advertising
Integrated marketing director: Manish Kalra
Chief creative officer: Rajdeepak Das 
Executive creative directors: Neel Roy and Vinod Lal Heera Eshwer
Planning: Abhijith Shetty 
Vice president and branch head: Neha H Contractor 
Account management: Morarji Anand and Praveen Potti

This article first appeared on

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