Amazon 'Kindles' emotions in new TVC
The campaign conceptualised by Leo Burnett introduces the concept of e-reading, keeping emotions and culture at the centre
Sarmistha Neogy | Mumbai | November 18, 2014
Amazon India has unveiled a campaign titled 'Celebrating the joy of reading', to introduce its Kindle Paperwhite, through a three-minute long emotional video. The campaign was conceptualised by Leo Burnett whose goal was to introduce e-reading as a concept, keeping in mind our culture and emotion.
The ad beautifully narrates the fact that we belong to a country where storytelling is an integral part of our culture. We remember stories told to us by our grandmother, mother and sister, and connect with them emotionally. Reading helps us to share our emotions and makes us cry, smile, laugh and wonder. Therefore, the campaign brings out these emotions and at the same time, presents the features of the Kindle Paperwhite.
The film depicts the journey of a young man who goes through different emotions as he reads on his Kindle Paperwhite while travelling in different modes of transport like taxi, flight, bus and boat, to reach a tiny hamlet, only to read stories to a bunch of village kids, reliving the emotions and receiving the satisfaction of sharing and reading. It ends with the voice-over saying, 'Kindle Paper White: Celebrating the joy of reading'.
Commenting on the new campaign, RajDeepak Das, CCO, Leo Burnett, India, said, "Our overall objective was to communicate that, today, Kindle is the best device for reading. It is your reading buddy that can travel with you across time and spaces. We needed to let people know that irrespective of the conditions around you, the Kindle will never let you down, thanks to its outstanding features. Reading and storytelling are two sides of the same coin and we needed to communicate this in a humane manner, in a manner that touches the heart and resonates with every avid reader. Using this extremely beautiful story with its haunting music, we wish to inspire people to read more, because it is so much easier with a Kindle."
The TVC:
Credits:
Client: Amazon Kindle
Agency: Orchard, Bangalore
Chief Creative Officer: Raj Deepak Das
Creative Director: Gunjan Poddar
Vice-president & Branch Head: Neha Contractor
Brand Director: Ashish Anand
Agency Producer: Kevin Affonso
Director: Ram Madhvani
Executive Producer: Manoj Shroff
Line Producer: Poonam Wahi
Singer: Swanand Kirkire
Music & Music Publisher: Tajdar Junaid
Studio: Castros Studio