Amazon Now has launched a new campaign by independent creative agency Social Panga, calling out the additional fees commonly tacked onto quick commerce orders.
The campaign’s centrepiece is the Museum of Unnecessary Charges, a two-day public installation that turns familiar fees – handling charges, rain fees, convenience fees, surge pricing and small cart fees – into large-scale exhibits, framed as relics from a bygone era. The concept ties into Amazon Now’s positioning as a platform that skips such charges altogether.
Accompanying the installation is a digital film featuring comedian Biswa Kalyan Rath, who walks through the museum offering satirical commentary on each exhibit.
Gaurav Arora, co-founder of Social Panga, said strong ideas start with a human truth but come alive through execution, adding that the museum concept emerged from asking where these charges would belong if they were truly becoming obsolete.
Soumabha Nandi, EVP of creative and strategy at Social Panga, said satire felt like the right approach, working by holding up a mirror rather than pointing fingers, so the idea lands as a familiar, quietly normalised truth. He added that the museum had to exist as a real, walkable space rather than just a visual metaphor.
The campaign runs across on-ground and digital platforms, reinforcing Amazon Now’s no-hidden-charges messaging.
