Amazon Prime Video campaign on liberating the consumption of entertainment

Video-on-demand brand Amazon Prime Video has launched a new quirky and endearing campaign. The new integrated campaign strengthens Amazon Prime Video’s claim that its consumers don’t need to be a slave to the constraints that come with consuming entertainment traditionally. They are free from the shackles of time, screen and place – truly making the platform ‘India ka Naya Primetime’. Customers are used to catching their favourite movies or shows only at home or at a specific time. Amazon Prime Video, which has the latest range of entertainment options comprising Bollywood, regional, international and Amazon Prime Originals, provides the viewers to watch what they want, whenever. To highlight these compelling features, the brand has unveiled a new integrated campaign featuring the much loved Prime couple, Rohan and Roshni. The campaign has been created by Leo Burnett India.

Speaking about the new campaign, Ravi Desai, Amazon India, said, “At Amazon, our focus has always been the customer.  Our new campaign highlights the various benefits linked to Prime Video in India. With a premise of ‘Anytime, Anywhere,’ we have kept customer benefit at the centre of the campaign, which marks the next chapter in the larger story around the popular Prime Video Couple – Rohan and Roshni. We understand the need of consumers to be unshackled from the constraints of their traditional alternatives. With a very wide library of content choice available, Prime Video empowers our consumers to define and dictate what they watch and when they watch it. ” 

The first film ‘Laddoo’, opens to Rohan and Roshni enjoying ‘Padmavat’ on Amazon Prime Video. Roshni gets a call from her mother telling her she has made laddoos. While relaying the message, she tells Rohan that a new problem has come up – the laddoos. He wonders why this is a problem and urges her to get ready so they can go to her mother’s for his favourite laddoos. Roshni teases him that his engrossing movie would get disturbed, but Rohan denies it and calls it just the ‘interval’. He whips out his phone and tells her the movie will continue on his mobile phone, and he isn’t a slave to any screen.

‘Carrom’, the second film, shows Rohan and Roshni playing carrom with a friend. Suddenly, the friend looks at his watch and decides he needs to go home – he wants to catch Tiger Zinda Hai on TV at 9 PM. Roshni tells him that he will be able to watch the latest movie right there, without having to interrupt their game. Meanwhile, Rohan fires up the film on Amazon Prime Video on his phone, and tells the friend he is no ‘ghulam’ to the time when it comes to watching his content.

Speaking about the integrated campaign, Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett India, said, “We are building Amazon Prime Video as an alternate and a better choice for consumers when it comes to entertainment. Amazon Prime Video puts the viewer in command. This is reflected in our positioning – ‘India Ka Naya Primetime’. We started this journey last year by talking about the largest and the latest library, and our exclusive content. The current campaign builds on the role of the liberator further. It amplifies how Amazon Prime Video sets you free, letting you decide where to watch and when to watch your entertainment. The campaign draws from a typical banter between a couple about who is the ‘ghulam’. The phrase also works as a reference to not being a host to your entertainment.”

Apart from TV, the campaign will also employ digital as a touchpoint.

AMAZON PRIME VIDEO CREDITS

Chief Marketing Officer: Ravi Desai

Head, Brand Marketing: Satheesh Raman

Senior Marketing Manager: Mansi Prasad

AGENCY CREDITS

Executive Creative Directors: Pranav Harihar Sharma, Pravin Sutar

Sr. Art director: Vijay Kumbhar

CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma

MD – India & CCO – South Asia, Leo Burnett: Rajdeepak Das

MD – India & CSO – South Asia, Leo Burnett: Dheeraj Sinha

Executive Director & Branch Head – Mumbai: Rakesh Hinduja

Business Heads: Oindrila Roy, Sanju Menon

Account Management: Rohini Radhakrishnan, Hemal Thakkar, Rohan Mitra

Planning: Aditi Jain

Production House: Prodigious

Head – Prodigious India: Vandana Watsa

Director: Vivek DasChaudhury

Producer: Akshay Multani, Shariq Velkar

Music: Arjun Harjai

Mediums: TV, Digital