Digital media has grown to become a lot more than just a medium as it has evolved into one of the most powerful platforms evoking changes in behaviour of businesses and individuals. According to figures from Telecom Regulatory Authority of India (TRAI), the internet subscriber count in India has been estimated to grow at a rate of 70 percent by 2020, which indicates a rapidly growing consumer base. With an internet population this large, and only growing by the minute, the digital advertisement spends of companies is currently at a whopping Rs. 8,202 crore and is estimated to grow at a CAGR of 32 per cent. With this current trend, e-commerce has become one of the fastest growing businesses in India and the industry that leads in digital ad spends is the e-commerce industry at 30%. The top two e-commerce players in India are Amazon India and Flipkart. This paper aims to analyse the use and effectiveness of the audio visual medium on the digital platform by the companies at the forefront of e-commerce and their impact on viewers. The researcher intends to conduct the research by conducting intensive interviews as the research methodology.
e-commerce, digital marketing, video marketing, Amazon India, flipkart, Youtube