New Alexa marketing campaign places it at the centre of family life

Amazon claims tens of thousands of Alexa-enabled devices have been sold off

Simplifying technology for an average user appears to be the creative mantra at the core of Amazon’s latest campaign promoting Echo—the voice-based assistant device. With two television commercials—“Hit wicket! JustAsk” and “Love, unlove. JustAsk”—the e-commerce major demonstrates the different ways in which Echo assists customers in their daily chores.

Conceptualised by Ogilvy India, the ads tap into India’s biggest passions—cricket and Bollywood music. “Hit wicket! JustAsk” opens with a man walking in the drawing room. After a “good morning” greeting to his wife, he turns to Alexa and asks, “What’s India’s cricket score?” The device responds: “Australia beats India by 50