A ‘ 4-step quality check’.

Amazon Fresh has released the second edition of its “Nahi toh Mehenga Padega” campaign, featuring Bollywood actor Manoj Bajpayee as the iconic character ‘Ghanshyam’.

Conceptualised by MediaMonks and directed by Harshvardhan Kulkarni, the first ad film of the campaign showcases Majob Bajpayee’s character “Ghanshyaam” pulls off a comical act: as he hurries to receive groceries, he ends up missing out on great deals and offers. As a reminder, he writes, ‘Amazon Fresh se grocery laao nahi toh mehenga padega’ on post-it papers to remember ordering from Amazon Fresh for unmatched value offers.

In the second ad film, Ghanshyaam commits the same mistake when he forgets to order groceries from Amazon Fresh and ends up receiving decaying and foul-smelling fruits as a result. In despair, he turns back to the white board and remembers that for good ‘quality’ of fruits and vegetables, ‘Amazon Fresh se grocery laao nahi toh mehenga padega’.

Through this campaign, Amazon Fresh affirms its commitment to provide customers with the best “quality”, including a ‘4-step quality check’ ensuring the freshness of fruits and vegetables that have been sourced from over 1,000 farmers, along with value through savings.

“In our latest campaign, ‘Amazon Fresh se grocery laao nahi toh mehenga padega’, we are driving home a crucial message, that will resonate with viewers long after they’ve watched it. At Amazon Fresh, we prioritise exceptional ‘value propositions’ to help our consumers save via bank offers, cashback incentives and ‘quality’ of fruits and vegetables made available by the Sellers, after a 4 step quality check. The extensive selection with the convenience of scheduled delivery within 2-4hrs*, ‘no delivery or convenience fee’, ensures Amazon Fresh as a distinguished online grocery shopping experience for customers”, said Harsh Goyal, director– grocery, Amazon India.

Manoj Bajpayee said, “My involvement with Amazon Fresh over the past year has been exhilarating, solidifying the compelling character of ‘Ghanshyam’. I often try to create recipes at home and realize that getting ‘quality’ products at good ‘value’ with the convenience of getting delivery at your preferred slot, is a win-win situation for a customer and that makes Amazon Fresh as the go-to online destination for grocery shopping.”

The campaign has gone live recently across TV, outdoor, digital video, and social media.