Amazon Prime has rolled out a campaign titled ‘Membership ek, khushiyan anek’ (one membership, a lot of happiness) to instil the message of enjoying daily celebratory moments.
Conceptualised by Ogilvy, the campaign consists of two films.
The first film, ‘Mohalla’ (a community), takes a relatable setting in the life of a small-town family and depicts how an Amazon Prime membership not just enables but amplifies their family time experience. The film showcases how the family bounds through movies on Prime Video – thereby reiterating the relevance of its membership in everyday life.
The second film, ‘Long Drive’, showcases how a young girl getting a timely delivery of a pair of bluetooth speakers turns a simple drive with her grandfather into a memorable long drive. The film depicts how she combines the experience with Amazon Music and transforms what could be a mundane ride into a fun-filled one.
Both the films encourage Prime members to see beyond the functional benefits of the membership.
Ravi Desai, director – mass and brand marketing, Amazon India, said, “Our long-term vision is to grow Amazon Prime into the largest and the most loved membership program in India. We have always innovated to add convenience selection mixed with a sense of belonging for our members and the new campaign helps us narrate that feeling of Prime’s multi-benefits in our customers' lives. This year’s campaign takes this effort further by showing how Prime (and its benefits) can enable our customers to create magical moments with their loved ones and extract more joy out of their day.”
Ramakrishnan Hariharan, executive creative director, Ogilvy Mumbai, said, “Amazon Prime membership works customers backwards and strives to be relevant in customers' daily lives. Their innovation model works on building something that is usable and this is where the campaign line ‘Membership ek. Khushiyan anek’, comes into play by portraying the many joys of everyday life made possible with Amazon Prime. Instead of crafting films highlighting each of the services, we decided to showcase the combined effect of the services. We have kept the stories simple and relatable wherein the protagonist gives a glimpse of his or her real life and how Amazon Prime Membership has helped in enhancing it. The attempt is to strike an emotional chord yet stay rooted in the services themselves.”