Leo Burnett India creates latest Amazon Prime Video campaign that talks about 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. ”
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