Amazon Fresh
Nahi Toh Mehenga Padega
'Nahi Toh Mehenga Padega' for Amazon Fresh, a price-led campaign built for a feed, where the offer has to land before the thumb moves.
Client
Amazon Fresh
My role
Design and adaptation across social, banners and story formats, with Bhuvaneshwar Meher.
Tools
Photoshop, Illustrator
Collaborators
Bhuvaneshwar Meher
Source
02: The brief
Grocery price messaging is relentless and largely undifferentiated. Everyone is shouting a number. The campaign needed a device that stayed recognisable across a high-frequency calendar without being redrawn each week.
Volume was the constraint. Work like this is judged on how fast a new offer can be dropped into an existing frame, not on how good the first execution looks.
03: Approach
Build a frame, not a poster. The layout holds fixed zones for product, price and line, so a new offer is a swap rather than a redesign. Story-format verticals re-stack the same zones instead of cropping the horizontal, which keeps the price legible at the top of a 9:16 frame where the thumb sits.
04: Impact
A price-led campaign in a feed has one job: land the offer before the thumb moves. Fixing the typographic and colour hierarchy up front meant the offer could change weekly across social, banners and story formats while the campaign stayed recognisable, refreshable without being rebuilt.
Senior Integrated Designer
Tathagata Sarkar
FCB Kinnect
Motion Designer
Bhuvaneshwar Meher
FCB Kinnect
Amazon Fashion TS_103 · 2024 →