Amazon India asks customers to #DeliverTheLove this Raksha Bandhan

The new campaign, conceptualised by Oglivy Bangalore, emphasises the importance of being there for your loved ones on special occasions like Raksha Bandhan

BestMediaInfo Bureau | Mumbai | August 12, 2016

Click on the image to watch the film.

With Raksha Bandhan just around the corner, Amazon India has rolled out its new campaign #DeliverTheLove to remind people of the importance of this festival.

Working on the theme, 'While we can deliver the gifts, you need to deliver the love,' the campaign, conceptualised by Ogilvy Bangalore, is heart-warming as it is relevant in today's times when rakhis are couriered and gifts are mailed.

The digital film starts with an old man getting ready for a trip. His son tries to convince him not to take the trip owing to health issues. The old man then stops and tells his son the real reason behind the trip -- not to give his sister a gift but to watch her smile when she receives it.

Piyush Pandey

Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy, said, “It is a brilliant piece of work. It is a wonderful leadership statement, brilliantly written, acted and directed. Being a brother of seven sisters, I am completely and totally moved.”

Commenting on the launch of the campaign, a spokesperson of Amazon India, said, “Raksha Bandhan is a beautiful festival that celebrates a unique bond between a brother and sister. With our fast-paced lives, relationships end up taking a back seat. With the campaign #DeliverTheLove, we are trying to communicate that while we can deliver anything you want, anywhere you want, nothing is more important than cherishing the relationship you have with your siblings, by meeting them in person.”

Kunal Jeswani

Calling the campaign a brave move, Kunal Jeswani, CEO, Ogilvy & Mather India, said, “Amazon has everything going for it. A wide selection of products, great quality and customer-friendly service. While it's obviously a great place for India to shop, it's also become the natural choice when you want to send someone a gift. Some festivals like Raksha Bandhan, however, are a little different. Nothing can replace the joy of a brother and sister meeting on Raksha Bandhan. There is a magic there that should never be replaced by anything. Coming from a brand, that is a beautiful, brave statement.”

Mahesh Gharat

Mahesh Gharat, Executive Creative Director, Ogilvy Bangalore, feels the campaign is courageous. “With this campaign, brand Amazon has taken a higher ground. This is an example of brand courage, where an online shopping brand says that sending a gift is not the same as going and giving it yourself,” he added.

The campaign is led by a digital film and will also see print, OOH and radio campaigns.

The digital film:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/08/Amazon-Raksha-Bandhan-TVC.jpg 

Credits

Client: Amazon

Agency: Ogilvy Bangalore

Manager, Brand Marketing: Sumit Kapoor

National Creative Director: Rajiv Rao

ECDs & Creative Heads (Bangalore): Azazul Haque, Mahesh Gharat

Creative Team: Mahesh Gharat, Nilesh Kulkarni, Sagar Prajapati, R Unnikrishnan

Senior Vice-President: Kiran Ramamurthy

Servicing Team: Megha Jadhav, Tanushree Ghosh, Prerna Jaswant

Director: Amit Sharma

Production House: Chrome Pictures

Producer: Poonam Wahi

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