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Amazon expands its consumer awareness campaign to North East with radio initiatives

Amazon India, announced on Wednesday, that it is expanding its consumer awareness campaign to the North Eastern states. The campaign titled “Mission GraHAQ” is a part of the company’s ongoing efforts to educate and empower consumers about online shopping and help build a trustworthy and safe experience for digital shoppers, Amazon said in a statement.

“With this initiative, Amazon aims to proactively inform and educate consumers in Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura about safe online shopping and reiterate its commitment to protecting consumers from bad actors,” the statement added.

Amazon will reportedly be producing interactive radio programmes broadcasted three times a week on All India Radio (AIR), across 29 radio stations in the North East region. These broadcasts will be delivered in nine local languages most spoken in the region, ensuring accessibility and understanding.

Rohit Kumar Singh, Secretary of the Ministry of Consumer Affairs, Food And Public Distribution, lauded Amazon India for its proactive measures in enhancing consumer awareness regarding their rights and safety in online shopping. “Utilising 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,” he said.

Chetan Krishnaswamy, Vice President of Public Policy at Amazon India, underlined the company’s unwavering dedication to providing a trustworthy and safe online shopping experience. “The Mission GraHAQ campaign embodies our commitment to educate consumers about their rights and empower them to make well-informed purchase decisions.”

The three-month-long campaign, which began on October 31, is said to air radio spots in languages including Hindi, Bengali, Assamese, Nagamese, Garo, Khasi, Nepali, Manipuri, and Mizo. These radio spots, a joint effort between Amazon and AIR, is also expected to cover various themes such as consumer rights, choice, available redressal mechanisms, and safe online shopping.

Launched in 2022, the “Mission GraHAQ” campaign, according to Amazon, has already reached hundreds of thousands of consumers in over 100 cities across six states. Amazon India’s innovative approach, including street plays in local languages, has been instrumental in spreading information about trustworthy online shopping practices, the company added.

Nov 01,2023

Source: CNBCTV18