The streaming service's second integrated campaign post launch has been created by Leo Burnett.
Post the launch of its Prime Video service in December 2016, Amazon has now launched a full-fledged integrated marketing campaign across India, post its initial campaign that focused on the content available in the service. Conceptualised by Leo Burnett, the campaign titled 'India Ka Naya Primetime', will be seen on television, digital, OOH and other relevant consumer touch-points.
The ad films feature a young couple - Rohan and Roshini, and follows their daily banter centred around watching content on Prime Video. With a slice-of-life manner of execution, they aim to highlight the 'access to latest and exclusive content, anytime, anywhere and on any device', therefore making any time, 'Primetime'.
On ideating for a category that is relatively new in India, Rajdeepak Das, chief creative officer, Leo Burnett, South Asia, says,"New India believes that content should not be limited by geography, device, availability, duration, time band or by the person who wields the remote. While expectations from content have changed, the way we consume it, hasn't."
Explaining that content in India is still defined by primetime, alongside a host of shackles and lack of control and choice, he shares that the idea was to convey that 'Amazon Prime Video liberates the viewer from this and brings them 'India Ka Naya Primetime'.' " He adds, "To get there, we needed to own the category drivers - latest and exclusive content, on-demand viewing."