Amazon has rolled out a campaign titled ‘find life’ for this year’s festive season, to provide a brief glimpse into how people come to ‘find’ products for different moments of their lives to help them fulfil their aspirations.
Conceptualised by the brand’s in-house team and We Communications, the film aims to highlight human stories and emotions that lie behind any purchase. The film showcases customers who were able to find different kinds of products on Amazon’s e-commerce website that helped them express their emotions, participate with family or enjoy life. It encapsulates the stories of three Amazon customers - a young seven-year-old girl from Jaipur who joyfully expresses herself through dance, a BMX biker who finds his self-expression in the hoods of Noida with his bike, and the interaction between a young boy in Kochi with his grandparents and family as he interacts with modern gadgets as much as traditional food. These stories capture a slice of life of people from varied cultural backgrounds, taking the audience through a journey of India, brought together by their quest for products that fulfil needs through creative visual storytelling.
Manish Tiwary, country manager and vice president, India consumer business, Amazon India, said, “At Amazon, we have always tried to provide a wide selection of products to create value and convenience in the lives of our customers. We understand that a product is more than just a commodity it is a means to an expression. Every order has a story or emotion behind it and these moments constitute life, which millions of sellers on Amazon enable for customers through our marketplace. This campaign represents how we want to keep making our customers' lives better by helping them ‘find life’ as they can focus on their precious moments.”
Ray Page, executive vice president, head of global innovation and social impact, We Communications, said, “Exploring different narratives for this campaign has highlighted one simple fact, we are united by love, a sense of belonging, and self-expression. When we started working on this campaign, we wanted to dig deeper into the human qualities of the products you can find on Amazon. Whether you’re buying a telescope for your budding six-year-old astronaut or a cane for your 80-year-old mom, there are human stories behind every product. It was so rewarding to work with real people and families (not actors) to take a peek into their lives and relationships.”
CREDITS:
Client: Amazon
Agency: We Communications
Production: Miran Media
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