Amazon Echo’s first-ever TVC campaign goes live across multiple channels

Amazon launches its first ever TVC campaign on Echo devices in India that highlights the various use-cases of Echo in everyday life and how users can control their world with voice. The extensive 360-degree campaign will run across multiple media vehicles and customer touch-points creating awareness about Alexa as voice-based technology that is set to transform the future. The integrated campaign has a series of films that highlight different settings and scenarios in a household and Alexa’s relevance in daily routines of Indian customers.

Amazon collaborated with Ogilvy India to develop the extensive 360-degree campaign as a category creation exercise and educate customers about the Alexa’s several skills. The campaign has been developed on the insight that consumers in today’s hectic lifestyle juggle with multiple priorities and are looking out for ways to simplify their lives. As the voice-based assistant device segment is at a nascent stage in India, the campaign will run across multiple channels and demonstrate the different ways in which Echo devices can help customers with their everyday chores.

The Indian consumer is abreast with latest developments in technology and is readily seeking to acquire the latest gadget. The ad film demonstrates how Echo is the technology of tomorrow and can instantly fulfil customer’s wish without them even lifting a finger. The first ad campaign in the series focuses on two popular customer features – ‘music’ and ‘cricket’. It explores a common scenario of a family in their home and shows how customers love listening to music hands-free and get live cricket scores at home through Alexa in a fun and relatable manner.

Echo devices are voice-controlled speakers designed entirely around your voice—they are always ready, hands-free, and fast. Alexa is the brain behind Echo devices. Just ask, and Alexa will answer questions, play music, turn the lights on and off, give sports scores, check the weather, call your friends and family and more. Amazon Echo with its multiple skills can help customers perform numerous tasks with voice command. All that they have to do is #JustAsk!

Campaign Credits:

Harshad Rajadhyaksha – Chief Creative Officer, Ogilvy India

Kainaz Karmakar – Chief Creative Officer, Ogilvy India

Ramakrishan Hariharan - Sr Creative Director, Ogilvy India

Nishant Jethi - Sr Creative Director, Ogilvy India

Ashok Karkala - Creative Director, Ogilvy India

Vinay Pawaskar - Sr Associate Creative Director, Ogilvy India

Nirav Khant – Sr Art Director, Ogilvy India

Kiran Ramamurthy – Executive Vice President, Ogilvy India

Kamala Gowri – Client Servicing Director, Ogilvy India

Manju Thomas – Account Supervisor, Ogilvy India

Curious Production house

Directed by Aarati Kakkad