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Amazon Prime Video Redefines Cinderella With Its Marketing Campaign

Amazon Prime Video’s recently launched Amazon Original movie, Cinderella has been the talk of the town for its modern-day retelling of the classic old-school tale. To promote the film in India, the streaming service engaged movie lovers with a host of localised campaign narratives that helped India fall in love with one of the most celebrated stories of all time. The overall campaign tapped into the 3 key areas of the film:

  1. Celebrating Modern Day Women - through an IP with SheThePeople, Bumble Association and the Fashion School (Pearl Academy) association.
  2. Localising the story through Kusha Kapila, Prajakta Kohli etc.,
  3. The film itself - giving consumers an opportunity to be a part of the narrative through LR devices experience, slumber parties etc.

Celebrating “Real-life Cinderellas in India”

Cinema mirrors society, and this holds true with the latest re-telling of the classic Cinderella story. As we see the society progress, we see its reflection in the narratives of the films - especially the way women are perceived in the real world. With that, the recent modern day rendition of Cinderella brought this to the forefront - a rebellious, change seeking Cinderella. To celebrate this spirit, Amazon Prime Video partnered with leading lifestyle and women’s portal ‘She The People’ to celebrate India's Cinderellas. As part of the collaboration, ‘She The People’ featured inspiring journeys of Journalist Faye D Souza, Comedian Supriya Joshi, Superbiker Neharika Yadav, and athlete Dutee Chand in a 4 episode series talking about their life and journeys mirroring the one that Cinderella’s protagonist leads. The special series resonated with the women of today, as the campaign recorded a cumulative reach of 1.3M+ across 4 episodes.


Association with Pearl Academy and engagement with fashion designing students

In a unique collaboration with Pearl Academy to create modern day costumes for the modern day Cinderella, students across various faculties of Fashion Design, Fashion Styling & Image Design, Fashion Media communication from Pearl Academy Delhi, Mumbai, Jaipur and Bangalore created the costumes for the new-age Cinderella. This Pan-India activity saw participation in hundreds, where they were tasked with creating their version of the Classic Cinderella Outfit by retaining the feminine colour of the outfit, yet represent strength, fearlessness and comfort in their version.

Out of the many that participated, top 3 were selected unanimously by the faculty of Pearl Academy and Elle Magazine’s Fashion Editor. The winning outfit was the Yin Yang Fantasy by Mahak Bhatia, Manvi Goel and Harshit Sharma, The Astria Dress by Disha Gupta and Nishita Singhal were the first runners-up and Avyanna by Rohit Mane and Sanskriti Jha were declared the second runners-up.

Cinderella on Bumble, India’s favourite Dating App

In a one of its kind initiative, Prime Video partnered with leading dating application, Bumble India and created Cinderella’s Bumble profile. This profile displayed her independent character in strong

A Social Experiment- Speaking to Real World Cinderellas

In an interesting video feature, women from different walks of life were asked a question: “What do they think of Cinderella?” which brought about the stereotypical responses of how women have perceived the classic fairy tale and it’s protagonist to be. But interestingly, a large number of women also disassociated with the stereotypical character and believed that she could be more brave, strong, and independent, thereby strongly resonating with the Modern Day Cinderella who is a rebel, dreamer, a go-getter and a fighter. A narrative that does hold true in the changing times, a story of a new modern day Cinderella.

Influencer Campaign

To localise Cinderella's story and bring the modern fairytale closer to the audience, Prime Video collaborated with leading media influencers like Prajakta Koli, Kusha Kapila, Ankush Bahuguna, Tarini Shah and Agasthya Shah to create interesting engagement videos.

Prajakta Koli-

It is rightly said that “People” drive the message. If your favourite internet creator is watching Cinderella and believes in the message of the movie, there's a more than likely chance that their followers would discuss the movie with them. One such association was with Prajakta Koli who recreated the entire Cinderella Trailer with her friends and team. This piece went on to garner 2.5 MM views across platforms.

Kusha Kapila-

Kusha Kapila made a quirky video on “What if Cinderella was a Punjabi Girl?”  An unconventional route Kusha Kapila through a sketch entirely in Punjabi language. The challenge was whether everyone would understand it. Additionally, to make fans who don't speak Punjabi feel at home, Amazon Prime Video  helped with subtitles, which helped the activity become a national phenomenon. The video happened to be one of the best performing units with 1.6 MM views across platforms.

Slumber party with digital influencers

Ensuring enough buzz around the film, some of the influencers took to their Instagram to organise a slumber party with their girl gangs content creators like Prachi Kadam, Anahita Karanjia, and Ishika Bhargava participated too!

Immersive Experience with ‘Cinderella on your TV Screens’

As a part of an integrated marketing campaign and to create an intriguing build-up, a Thematic Immersive 3D Experience was created. The interactive on-device campaign allowed users to participate in an immersive 3D experience of the "Dresses by Ella '' on their TV’s big screen. The campaign was live on leading LR devices i.e. Samsung, Xiaomi, OnePlus, JioTV+, Airtel, Tata Sky, FireTV, ACT & Siti Cable and Compaq. Storytellers Anushka Sen and Helly Shah took to their social handles to talk about their experience with this interactive engagement.  

If you still haven’t watched the film yet, check it out now on Amazon Prime Video.


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