Amazon, the global e-commerce giant has extended its language options by introducing searching options in Hindi, Tamil, and Telugu languages. India is a diverse county with multitudinous languages spoken across various regions and most people in India know their mother tongue only that makes them hard to find English names of certain commodities. To tackle the complications concerning the language choice in the overall shopping experience, Amazon has introduced a new feature that allows the users to search in their language using the Amazon app. Search options Will now be available in Hindi, Tamil, and Telugu languages on the app. Amazon has also uploaded a series of ads indicating its newly added feature of language options. The ads were officially released through the Amazon India YouTube channel. The ad initially stars around a mother seeking the help of her children to find the name of an ingredient. The ads also present similar situations where people find it hard to recall the names of certain commodities. The Climax of the ad reveals the new feature of Amazon that provides the users the choice to search for the content in their language. Except for the search feature other features of Amazon are available in regional languages. Thus Amazon’s new language interface can not only crack the language barrier but can also lure more customers. There are still large numbers of users in India who do not English and face difficulty in online purchases due to this reason despite having internet access. In that sense, for a while now, Amazon has been celebrating Indian-ness through its various ad campaigns. Amazon’s resplendent Republic day campaign focused on Karigars and presented the different crafts made by them that are available exclusively on their app. Amazon recently released another campaign emphasizing the bounce-back of sellers after the Covid-19 induced lockdowns. The video initially starts with pictures of the lockdown period including closed doors and locked businesses. The campaign then throws light on the powerful comebacks of sellers once the businesses started to receive orders.
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