Amazon India ran the 'Chonkpur' campaign during IPL (choobaaa!).
The campaign has so far garnered over 20 million views, 1.5 lakh engagements and 14,000 conversations across mediums.
The objective is to communicate how Amazon is helping aspirational Indians in fulfilling their dreams through its extensive product portfolio (over 10 crore products), convenient delivery and value for money pricing [Ravi Arun Desai, director, mass and brand marketing, Amazon India/source]
The Bharat market is still untapped and some of these desi ads really push the limits. The urban Indian won't relate to these, but hats off to the creative agency for this.
Having said that, aren't the numbers too less? Only 20 million views (that too I'd assume that 50% are inorganic) in 46 days campaign.