Amazon Festival Band gets India dancing on the streets.
Since the beginning of the month we’ve been seeing Amazon’s very festive (and very quirky) band take over our screens with the promise of “Ab India, khushiyon ke beech budget nahin aayega”. Over the last few days Amazon’s Festival Band has gone one step ahead and taken to the streets of India, and has been spotted in the most unlikely of places, playing tunes of famous songs with a lyrical festive twist! The band has been entertaining people on-ground with lyrics revealing exciting deals, set to popular 90’s music.
The most surprising of locations where the band has popped up has been Airports, and Metro Station where people usually go about their daily activities, but were this time seen joining the festivity and spontaneously bursting into a song and dance with the Amazon Festival Band. The event was enabled by Times OOH and Wizcraft International Entertainment.
It seems Amazon is leaving no stone unturned in bringing the festivity to customers everywhere, and what’s fun is that the Band is bringing back some of the 90’s nostalgia while doing it! We have so far heard fun brass-band parody renditions of songs like Tan tana tan, Oonchi hai building and Tumse milne ki tammanna hai, while revealing deals that the public can claim during the Festive sale from 10th to 15th October. The activity has received a lot of attention and seems to be gathering traction on social media, with people talking about the surprise and the elation at seeing the #AmazonFestivalBand. A contest to sing parodies is also running across top radio channels in different cities, and of course on Amazon’s social handles, so there are ample opportunities for people to showcase their talent and join in the musical festivity with Amazon!
Commenting on the activation Festive Band activities, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India said, “We Indians love our festive celebrations, and the Amazon Festival Band is here to bring it to them! A band like this is synonymous to celebrations in India, which is why we’ve heroed them across different consumer touch-points on TV, digital, radio to talk about the Amazon Great Indian Festival. Extending them to activation was seamless, as it really brought the band and their celebrations close to everyday customers across different cities in India, be it at Metro Stations, Airports, Malls or Corporate parks.”
Rohit Samuel, Vice-President South, Wizcraft International Entertainment Pvt Ltd, shared his thoughts, “We were quite excited at the idea of doing something quirky, and were also very aware of the impact this could have as a touchpoint for the customer. Right from identifying locations and getting permissions, to booking the bands, making the costumes Andheri Metro Station, Mumbai and learning the lyrics, the team definitely had a lot of fun through this entire project. The challenges faced were actually quickly forgotten when we saw the thousands of people respond positively to the activations across city and participate whole heartedly in the celebration. We are delighted to be a part of this campaign, and like the rest of India, we’re now eagerly waiting for the Amazon Great Indian Festival sale.”
Aman Nanda, Chief Strategy Officer at Times OOH, seemed content with the attention Amazon received. “At Times OOH it is our endeavour to continuously drive engagement. We are happy to assist Amazon in amplifying their campaign objectives by creating fun and fanfare at airports and metro stations. Our OOH+ and Trading verticals worked closely with the brand and property owners to create an interesting activity that integrated their brand objectives with the passenger’s journey. We aim to drive many more interesting activations in the future”