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Most brands today talk omni-channel, multi-lingual campaigns, but very few have been able to make them come alive in this cohesive manner. Amazon’s marketing team has put in a lot of effort to differentiate Prime Day from yet-another-sale that screams discounts from the front page of the newspaper. AR, VR, interactive videos - the future is here now. Ravi Desai, Director Mass and Brand Marketing says that all their marketing is “customer backwards”. This is what shoppers want. Right now. Right here in India. Is everyone else ready?