Amazon India asks users to stop looking online for Mother's Day gifts
The film by Orchard Advertising was released on Mother's Day eve on YouTube
BestMediaInfo Bureau | Mumbai | May 11, 2015
Amazon India released a new film on the eve of Mother's Day to highlight what a mother really wants from her child in the form of a gift on this special day.
Created by Orchard Advertising, the film starts with an online conversation discussing the choice of gift for Mother's Day. The user is shown searching for gifts on the Amazon.in website but ends up closing one window after the other of options that have been shortlisted. When the last window is closed, the desktop wallpaper of a child kissing his mother is revealed. The film ends with the message 'What your mom really wants can't be ordered online' and wishes the viewers 'Happy Mother's Day'.
RajDeepak Das, Chief Creative Officer, Orchard Advertising India, commented, “With this campaign, our aim was to look beyond treating people as 'consumers' by sending out a message that is very 'human' in nature. Amazon India certainly offers a world of gifting options for Mother's Day, but our film goes on to say that it is the love and affection of a child that matters the most to a mother. And that is the ultimate gift on Mother's Day. The communication creates an emotional bond with the consumers and establishes the brand as a human brand.”
The film was released on YouTube on May 8, 2015.
The TVC:
Credits:
Client: Amazon India
Manish Kalra (Integrated Marketing Director), Sumit Jagadish Kapoor, Gayatri Makhijani
Agency: Orchard Advertising
Chief Creative Officer: RajDeepak Das
Executive Creative Directors: Vinod Lal Heera Eshwer, Neel Roy Cruz
Writer: Vinod Lal Heera Eshwer
Art Director: Neel Roy Cruz
Account Management: Morarji Anand, Praveen Potty, Savvy Durham
Vice President and Branch Head: Neha H Contractor
Production: Littil Works
Music: Anand