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'.
According to the team behind the film, the insight for the campaign stems from everyday fun, tongue-in-cheek moments, which allow for narratives created around the couple's content watching behaviour, with an aim to make it relatable for anyone who loves to watch movies and shows.
The first campaign post-launch in December 2016, introduced the service in India, while showcasing its content line-up.
Explaining that the brief for this new campaign has evolved into highlighting more of the accessibility aspects, Ravi Desai, director mass and brand marketing, Amazon India, says,"Amazon Prime Video provides latest and exclusive content, is available on multiple devices, has convenient product features, and is free to try for 30 days. The brief was to tell customers of these benefits in a relatable, and impactful way."
On differentiating itself as a brand from competitors, Desai says that a strong content portfolio, and high-quality streaming coupled with low data usage, sets them apart. He adds, "We believe that regardless of what service customers may already have, they are going to want access to our content. We've already premiered movies within a few weeks of their theatrical release in multiple languages, and there are US TV shows on our service available within a day of broadcast in the US. And we are only getting started; we have a line-up of multiple new Indian original shows with top Indian talent and filmmakers."
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."
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