Amazon Now has rolled out a new campaign, created by independent creative agency Social Panga, highlighting additional charges commonly associated with quick commerce platforms.

At the centre of the campaign is the Museum of Unnecessary Charges, a two-day public installation that turns fees such as handling charges, rain fees, convenience fees, surge pricing and small cart fees into large-scale exhibits. The activation presents these charges as artefacts from a bygone era, aligning with Amazon Now's proposition of not levying such fees.

The campaign also includes a digital film featuring comedian Biswa Kalyan Rath, who tours the museum and comments on the exhibits through a satirical lens.

Gaurav Arora, co-founder, Social Panga, said, "The strongest ideas begin with a human truth but flourish because of execution. Functional propositions are often the hardest to make memorable, so our approach is to find a cultural expression of the truth we're trying to tell. 'The Museum of Unnecessary Charges' came from asking a simple question: if these charges were becoming a thing of the past, where would they then actually belong? The answer gave us a platform that could live as an experience, a film and a social conversation, while staying rooted in the brand's core proposition."

Soumabha Nandi, executive vice president, creative and strategy, Social Panga, reflected on why satire felt like the right language for the idea. "It's been a while since advertising embraced satire. Somewhere along the way, we became more interested in making claims than making people pause. Satire works because it doesn't point fingers, it simply holds up a mirror. You laugh because it's familiar, and only a moment later realise the joke is on all of us. That felt like the right way to tell a consumer truth people had quietly normalised over the years. Once that insight was clear, the museum became inevitable. It couldn't exist as a visual metaphor; it had to be a real place that people could walk into, experience and question for themselves. Sometimes, the most honest expression of an idea is simply to build it for real."

The campaign will run across on-ground and digital platforms, using the museum installation and film to reinforce Amazon Now's messaging around checkout charges.