Creative agency: Orchard Advertising
Creative: Neel Roy, Vinod Lal Heera Eshwer, Abhijeet Kundu, Prakash Katariya, Amitabh Bhattacharya
Director: Shimit Amin
Music: Ram Sampath
Aur Dikhao is a phrase with which Amazon has caught the imagination, or at least attention, of almost every Indian who watches TV. Their ad campaign not only has a catchy music, it has a very catchy line, ‘aur dikhao’, which actually tells you a lot about the typical Indian shopper’s mindset.
Aur dikhaao is something that most people like me have heard hundreds of times when they went shopping with anyone, especially with mothers and aunts. It literally means ‘show me more’, and that’s something that we are used to say even if we happen to like the thing that we saw first, and will probably buy that only. It’s more like we cannot be satisfied with anything less than the best, and we have to ensure that, for which we see as many products as we can. :)
I believe the lyrics for the song should be by Amitabh Bhattacharya, as he's part of the creative team.
biwi jab bhi option maange,
expectation chhat pe Taange
roti hai to option se uska mann lalchaao
whenever the wife asks for options, hangs the expectations high on the roof,
if she is sad, woo her heart with options..
better se baDh ke best ko tolo,
ok ko bhi khoob TaTolo
hindustani dil kehta hai aur dikhao aur dikhao..
above better, weigh the best,
check the okay properly too,
the Indian heart says, show more, show some more..
Dhokla, thepla, khakra, fafda, muthiya, mathiya, churo, kathiya
bhookh ka siren jahaan baja bas,
baDi si buffet wahin laga do
hindustani peT pukare, aur dikhao aur dikhao..
(all are food items’ names)
wherever the siren of hunger goes off,
put up a big buffet right there,
the Indian stomach says, show some more, show me more..
Sallu, Hrithik, Shahid, Aamir, Shahrukh
jitne super star hain sabki
nakal hame kar ke dikhlaao
hindustani darshak bole, oye puttar aur dikhao
Salman, Hrithik, Shahid, Aamir, Shahrukh
all the superstars that are there,
mimic them all for us,
the Indian audience says, O son, show me more..
janamsiddh adhikaar hai chunna..
kam mein settle na hona munna
hindustani dil kehta hai aur dikhao aur dikhao..
it’s your birthright to choose,
don’t settle with less, O little one,
the Indian heart says, show more, show some more..
strawberry, blueberry, mast banana, khatti kairi, cool vanilla
pomegranate, chocolate, lichi raseela
aur dikhao, aur dikhao
saas bahu aur family ke combination lakh banao
hindustani darshak bole - aur dikhao
make a hundred thousand combinations of mother-in-laws, daughter-in-laws, and families,
the Indian audiences say, show more, show more..
top cut, muscat, razor cut, business cut, hero cut, short cut.. power cut
one day, test ya twenty twenty, har ek match pe janta senti
kaam kaaj sab chhod ke bas TV mein ghus jaao,
aur dikhao aur dikhao apna naara aur dikhao
hindustani dil kehta hai aur dikhao aur dikhao…
be it one day match, test match, or a T20, the public is sentimental about every match,
forget all the work and just get into the TV,
show more, show more, our slogan is show more.
the Indian heart says, show more, show some more..
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