Amazon India is expanding its consumer awareness campaign, Mission GraHAQ, to North Eastern states, as part of its ongoing efforts to educate and empower consumers about online shopping and help build a trustworthy and safe experience for digital shoppers. Amazon plans to use radio as part of its Mission GraHAQ phase, targeting Shillong residents to promote consumer awareness.
Amazon plans to broadcast interactive radio programs on All India Radio’s 29 North East radio stations in nine local languages, aiming to educate consumers about safe online shopping and protect them from bad actors in Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura. Mr. Conrad Kongkal Sangma, Honourable Chief Minister of Meghalaya, said “As our region develops at an unprecedented rate, instilling consumer confidence is key in enabling the uptake of digital retail. This initiative would help ensure that consumers are well-informed and protected.” Further adding to that Mr. Chetan Krishnaswamy, Vice President of Public Policy at Amazon India, said “Consumers in North Eastern states are embracing online shopping at a fast clip, thanks to increased choice and convenience, and we want to spread our message to as many of them as possible leveraging the strong reach of All India Radio.”
In 2022, Amazon launched a campaign reaching millions of consumers in 100+ cities across six states, promoting trustworthy online shopping through nearly 400 street plays and weekly radio spots on consumer rights, choice, and redressal mechanisms.
