For a brand to really work in India, it needs to do things the Indian way. If a brand manages to strike an emotional chords of its customers, it gains an advantage over its competitors. While some brands do it the right way, others try and fail. Amazon India recently found themselves in a similar situation.

On July 2, this newspaper advertisement caught the attention of a lot of people.

Amazon thanked their customers in different languages. From what it looked like, they had said ‘thank you’ in all Indian languages. Except, they missed one: Sindhi . And this is what followed.

The Indian Constitution recognizes 22 Indian languages. Amazon India unfortunately got only 21 of them in their thank you advert and that’s why they’re getting all this flak.

Well Amazon , looks like you’ve got to mind your language !