The Museum of Unnecessary Charges.
Amazon Now put the surge fees, rain fees and small-cart fees of quick commerce in a museum, presenting them as relics of a past era to sell its no-extra-charges promise.
- Brand
- Amazon Now
- Agency
- Social Panga
- Market
- India
- Region
- Global
- Year
- 2026
The challenge
Amazon Now needed a memorable way to land a pricing message in a crowded quick-commerce category, and the team had a little over two weeks to build an installation, two films, creator content and the amplification around them.
The idea
The line was simple: if unnecessary charges are gone, they belong in a museum. Social Panga built a physical exhibition, open to the public for two days, with an exhibit for each fee, such as a giant hand gripping a shopping bag for the handling charge and a transparent umbrella for the rain fee. Comedian Biswa Kalyan Rath led a walkthrough film and more than 20 creators, and memes, PR and LinkedIn voices carried it online.
Results
- The case study reports 19.5 million+ views for the Biswa Kalyan Rath film.
- By the case study's figures, overall amplification reached 31 million+ views, 28 million+ reach and 142K+ shares.
Case study source: Social Samosa Source ↗
Credits
- Creative agency
- Social Panga
- Co-Founder, Social Panga
- Gaurav Arora
- Executive Vice President, Creative and Strategy, Social Panga
- Soumabha Nandi
- Talent
- Biswa Kalyan Rath
