Amazon Prime Video’s campaign woos new-age India with its wide range of content

After the resounding success of its launch campaign in February this year, Amazon Prime Video is back with yet another quirky, endearing campaign. The new integrated campaign strengthens Amazon’s claim that its video-on-demand service is the go-to place for the largest latest and exclusive array of movies and TV shows.  Since its launch, Amazon Prime Video has offered the latest and the best Indian and International titles as well as introduced unique content through its Original and Exclusive shows.  With ease of access, Amazon Prime Video empowers today’s viewers by helping them bid adieu to the concept of ‘Primetime’.

Online content streaming is a still a nascent category in India. Target audience aside, Amazon Prime Video wants to be synonymous with content that is exclusive, latest and spread over a wide range. All this led to the brand redefining the concept of ‘Primetime’, still the biggest driving factor for content consumption in the country.

To highlight the latest and wide range of movies and TV shows available on its service, Amazon Prime Video has unveiled a new thematic campaign. Executed by Leo Burnett India, the two films featuring the endearing couple Rohan and Roshini, who are symbolic of the fun, quirky young couples of today.

Speaking about the new campaign, Ravi Desai, ‎Director, Mass and Brand Marketing - ‎Amazon India, said, “We received a positive response on our first campaign that aimed at building awareness about Amazon Prime Video’s benefits to a Prime member and ‘redefining Primetime’. With the launch of our new campaign, we want to reiterate the promise of bringing the latest and exclusive content across languages and genres for Prime members while highlighting the content options available on Amazon Prime Video.”

The film shows Rohan and Roshini sitting in a park, enjoying a TV show on their mobile. A friend of theirs spots them and begins to regale them with gossip about their neighbour. Roshini stops her in the middle of her story and asks her to watch the content on Amazon Prime Video for all the latest drama she needs.

Watch the film here:

https://www.youtube.com/watch?v=7nNwWgc_Sys

The second film opens to Roshini speaking on the phone, while Rohan sits next to her. Roshini is telling her friends about ‘the many options’, especially of the ‘romantic’, ‘action’ type. Rohan believes they are discussing other men and gets a bit jealous. As it turns out, Roshini is convincing her friend to join Amazon Prime Video for the plethora of options it offers its consumers.

Watch the film here:

https://www.youtube.com/watch?v=mKk-HBmjFEQ

Speaking about the integrated campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia says, “With this campaign, we wanted to highlight the wedge between the ‘haves’ and the ‘have nots’ of Amazon Prime Video. People stream online content all the time, everywhere, but content on Amazon Prime Video will always be different. With this campaign, we have used Rohan and Roshni to highlight what it means to stay away from Amazon Prime Video. We find a little bit of us in this fun loving, young couple’s life and I am confident our viewers will relate to Rohan and Roshini’s newest sagas.”

Apart from TV, print and outdoor, the campaign will also employ digital and social media.

AMAZON PRIME VIDEO CREDITS

Chief Marketing Officer: Ravi Desai

Head, Brand Marketing: Sumit Kapoor

Senior marketing Manager: Mansi Prasad

AGENCY CREDITS

Chief Executive Officer, Leo Burnett South Asia & Publicis Communications India: Saurabh Varma

Chief Creative Officer, South Asia: Rajdeepak Das

Chief Strategy Officer, South Asia: Dheeraj Sinha

Business heads: Oindrila Roy

Executive Creative Directors: Arjuna Gaur, Pravin Sutar

Creative Team: Vijay Kumbhar, Aditi Satpute

Account Planner : Yousuf Rangoonwala, Aditi Jain

Account management: Hemal Thakkar, Rohan Mitra

PRODUCTION HOUSE

Production House: Chrome Pictures

Executive Producer: Poonam Wahi

Film Director: Amit Sharma