Video-on-demand (VoD) platform Amazon Prime Video has initiated a new integrated campaign which displays possibility that users can definitely consume content anywhere anytime.
The campaign builds on the VoD platform’s theme of ‘India ka Naya Primetime’. Leo Burnett India has formulated a new campaign featuring couple Rohan and Roshni. Apart from TV, the campaign will also employ digital as a touchpoint.
Explaining about the newly arrive campaign, Amazon Prime Video chief marketing officer Ravi Desai 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. ”
The first film ‘Laddoo’, uncurtains to Rohan and Roshni enjoying ‘Padmavat’ on Amazon Prime Video. Roshni gets a call from her mother mentioning her she has made laddoos. While relaying the message, she tells Rohan that a new problem has come up – the laddoos. He wonders why this is a problem and pushes her to get ready so they can go to her mother’s for his favourite laddoos. Roshni teases him that his engrossing movie would get disturbed, but Rohan denies it and calls it just the ‘interval’. He whips out his phone and tells her the movie will continue on his mobile phone, and he isn’t a slave to any screen.
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‘Carrom’, the second film, shows Rohan and Roshni playing carrom with a friend. Suddenly, the friend looks at his watch and decides he needs to go home – he wants to catch Tiger Zinda Hai on TV at 9 PM. Roshni tells him that he will be able to watch the latest movie right there, without having to interrupt their game. Meanwhile, Rohan fires up the film on Amazon Prime Video on his phone and tells the friend he is no ‘ghulam’ to the time when it comes to watching his content.
Speaking about the integrated campaign, Leo Burnett India MD – India & chief strategy officer – South Asia Dheeraj Sinha 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 provides you liberty, allows you to 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.”
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