Amazon India is expanding its Mission GraHAQ campaign to North Eastern states to educate and empower consumers about online shopping, aiming to create a trustworthy and safe digital shopping experience. Amazon plans to use radio for the Mission GraHAQ phase, targeting Agartal, Imphal, and Gangtok to raise consumer awareness about the campaign.
Amazon plans to broadcast interactive radio programs on All India Radio’s 29 North East stations in nine local languages to educate consumers in Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura about safe online shopping. Mr. Rohit Kumar Singh, Secretary – Ministry of Consumer Affairs, Food And Public Distribution, said “Utilizing radio broadcasts and delivering messages in local languages will empower consumers to fully comprehend the nuances of online shopping, fostering a deeper understanding of critical elements such as product information, online payments, grievance redressal, and consumer responsibilities.” Further Mr. Chetan Krishnaswamy, Vice President of Public Policy at Amazon India, stated that, “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.”
Amazon launched a three-month campaign on October 31 in multiple languages, focusing on consumer rights, choice, redressal mechanisms, and safe online shopping. The Mission GraHAQ campaign, has reached lakhs of consumers in 100+ cities across six states. Amazon organized 400 street plays to spread information about trustworthy online shopping.
