global brand strategy

Amazon’s celebrity marketing strategy reveals a fascinating—and troubling—disparity in how global brands value different audiences. In America, we witness Keke Palmer’s 137-second confession spanning entertainment obsessions, parenting vulnerabilities, and organization psychology, targeting multiple demographics with remarkable sophistication. Meanwhile, Amazon India relies on Amitabh Bachchan’s institutional authority through the familiar KBC format. This contrast raises fundamental questions: do these campaigns represent cultural adaptation or creative inequality? With India’s 270 million online shoppers generating only 0.47% of Amazon’s global revenue despite representing 4.9% of traffic, the conservative creative approach may reflect—and perpetuate—missed commercial opportunities. The most effective global marketing should combine cultural intelligence with creative ambition, treating all audiences as deserving sophisticated engagement strategies rather than defaulting to safe institutional partnerships.