Campaign India Team
Feb 15, 2017

Amazon labels video offering as India's new 'Prime time'

Watch the ad films conceptualised by Leo Burnett here

Amazon has rolled out a campaign for its video offering, Prime Video. The campaign has been conceptualised by Leo Burnett and consists of two films through which the service pitches itself as 'India Ka Naya Primetime' (India's new Prime time). 
One film opens with a man getting a bowl of popcorn and jumping onto a couch where his wife is sitting. She shows him her laptop screen and asks him whether he'd like to see a movie, he's been wanting to see. The man agrees to do so. But, while watching the movie he seems to be disinterested and behaves strangely. After the lady sees a fair share of this weird behaviour, she angrily shuts the laptop asking the man whether he'd seen this movie before. The man confesses that he'd seen it on Amazon Prime Video sheepishly. The woman then tells him that she'd done the same, but didn't make it obvious since 'she's the better actor'. The film ends with the man upset about the fact that the woman saw the movie without him, before him.

Another film pushes Amazon's exclusive content through a similar exchange between the couple. 
Ravi Desai, director mass and brand marketing, Amazon India, said, “Amazon Prime Video offers consumers the ability to enjoy the very latest and exclusive content, with easy-to-use features, enabling them to take control of what they want to watch, when they want to watch and where they want to watch. We believe this campaign will work towards building awareness of this new Prime benefit, as well as bringing new consumers to Prime Video, as every content lover would be attracted to this new world of entertainment.”
Rajdeepak Das, chief creative officer, Leo Burnett, South Asia, said, “We are elated to be working on one of the country’s biggest brands, and on one of the most exciting categories there is today. Through the young couple, we wanted to give consumers a glimpse of how life, without being forced to watch their favourite movies and shows, according to others’ choices, can be. Through its slice-of-life execution, we wanted viewers to know it is easy to bid the shackles of traditional ‘primetime’ goodbye.”
The campaign also straddles print, radio, digital and OOH.
Client: Amazon India
Director, mass and brand marketing: Ravi Desai
Senior manager, brand marketing: Sumit Kapoor
Creative agency: Leo Burnett
Chief executive officer, Publicis Communications India: Saurabh Varma
Chief creative officer, Leo Burnett, South Asia: Rajdeepak Das
Chief strategy officer, Leo Burnett, South Asia: Dheeraj Sinha
Business head: Oindrila Roy
Executive creative directors: Arjuna Gaur, Pravin Sutar
Creative team: Vijay Kumbhar, Swagata Banerjee, Maruthi Shivakumar
Account planner: Aditi Jain
Account management: Hemal Thakkar, Gaurav Bhagat
Producer: Poonam Wahi
Production house: Chrome Pictures
Film director: Amit Sharma
Campaign India