Amazon has rolled out a film for Raksha Bandhan which falls on 7 August 2017 this year.
After last year's film which featured an elderly man visiting his sister to personally deliver a gift, this year the brand has an elderly woman explaining to her grandson the reason behind her brother gifting her jamuns every year.
The boy pokes fun at the stinginess of the man and claims that with Amazon around, he need not even step out to get her a gift and can deviate from the jamuns. The lady explains the significance of the gift; her brother would steal jamuns for her from a nearby tree, and was even caught a couple of times in the process.
Ravi Arun Desai, director, mass and brand marketing, Amazon India, said, "Our current lifestyle keeps us on our toes 24x7, and sometimes also ends up eating into the time we ought to be spending with probably the most important thing in our lives – our loved ones! With the new Raksha Bandhan campaign, we want to encourage everyone to slow down, take a step back and experience the magical moments of the festival with their cherished siblings to renew as well as create new memories. Our brand always attempts to tell a story that the customers feel connected with, in a manner that is simple and relatable. The campaign #DeliverTheLove is about connecting with our customers in the context of Raksha Bandhan and in some way touching their heart amidst this fast paced life we all lead today."
Mahesh Gharat, CCO, Ogilvy Bengaluru, said, "More than the gift, any sister actually wants her brother to actually come and meet her. There are some things beyond materialistic gifts, and the campaign reminds you of that."
The film was published on social media on 30 July.
Brand: Amazon India
Client: Integrated marketing communications team – Sumit Kapoor and Divya Chadda
Creative agency: Ogilvy & Mather, Bengaluru
Creative team: Azazul Haque, Mahesh Gharat, Nilesh Kulkarni
Planning: Sreenesh Bhat, Shreyaa Ranjan
Account management: Kiran Ramamurthy, Megha Jadhav, Abhijna E Rao
Production house: Good Morning Films
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