Amazon Prime Video tells its story through a millenial couple

Amazon Prime Video is back with another quirky campaign. Executed by Leo Burnett India, the campaign includes two films featuring the couple Rohan and Roshini, who are symbolic of the fun and quirky young couples of today.

Online content streaming is still a nascent category in India. Target audience aside, Amazon Prime Video wants to be synonymous with content that is exclusive, latest and spread over a wide range. All this led to the brand redefining the concept of ‘Primetime’, still the biggest driving factor for content consumption in the country.

To highlight the latest and wide range of movies and TV shows available on its service, Amazon Prime Video has unveiled the new thematic campaign. 

Ravi Desai, ‎Director, Mass and Brand, Marketing, ‎Amazon India, said, “We received a positive response on our first campaign that aimed at building awareness about Amazon Prime Video’s benefits to a Prime member and ‘redefining Primetime’. With the launch of our new campaign, we want to reiterate the promise of bringing the latest and exclusive content across languages and genres for Prime members while highlighting the content options available on Amazon Prime Video.”

One of the two films, shows Rohan and Roshini sitting in a park, enjoying a TV show on their mobile. A friend of theirs spots them and begins to regale them with gossip about their neighbour. Roshini stops her in the middle of her story and asks her to watch the content on Amazon Prime Video for all the latest drama she needs.

The second film opens to Roshini speaking on the phone, while Rohan sits next to her. Roshini is telling her friends about ‘the many options’, especially of the ‘romantic’, ‘action’ type. Rohan believes they are discussing other men and gets a bit jealous. As it turns out, Roshini is convincing her friend to join Amazon Prime Video for the plethora of options it offers its consumers.

Rajdeepak Das

Speaking about the integrated campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “With this campaign, we wanted to highlight the wedge between the ‘haves’ and the ‘have nots’ of Amazon Prime Video. People stream online content all the time, everywhere, but content on Amazon Prime Video will always be different. With this campaign, we have used Rohan and Roshni to highlight what it means to stay away from Amazon Prime Video. We find a little bit of us in this fun loving, young couple’s life and I am confident our viewers will relate to Rohan and Roshini’s newest sagas.”

Apart from TV, print and outdoor, the campaign will also employ digital and social media.

The TVCs:

Credits:

Team from Amazon:

CMO: Ravi Desai

Head, Brand Marketing: Sumit Kapoor 

Team Leo Burnett:

Chief Executive Officer, Leo Burnett South Asia and Publicis Communications India: Saurabh Varma

Chief Creative Officer, South Asia: Rajdeepak Das

Chief Strategy Officer, South Asia: Dheeraj Sinha

Executive Creative Directors: Arjuna Gaur, Pravin Sutar

Creative Team: Vijay Kumbhar, Aditi Satpute

Account Planner: Yousuf Rangoonwala, Aditi Jain

Account management: Hemal Thakkar, Rohan Mitra

Production House: Chrome Pictures

Executive Producer: Poonam Wahi

Film Director: Amit Sharma

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