E-commerce platform Amazon is on a roll on the TV advertising front with its campaign ‘Ab India, khushiyon ke beech budget nahin aayega’ to promote its festive season sale.
On ground, over the last few days, Amazon’s festival band has also taken to the streets of India and has been spotted in the unlikeliest of places, playing tunes of famous songs with a festive twist in lyrics.
The band has been entertaining people on ground with lyrics hard-selling exciting deals, set to popular ’90s music, for the festive sale from October 10-15.
The most surprising of locations where the band has popped up has been airports and metro stations where people usually go for their daily activities but were this time seen joining the festivity and spontaneously bursting into a song and dance with the Amazon Festival Band.
The event was enabled by Times OOH and Wizcraft International Entertainment.
A contest to sing parodies is also running across top radio channels in different cities and of course on Amazon’s social handles.
Commenting on the festive band’s activities, Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India, said, “A band like this is synonymous with celebrations in India, which is why we’ve had them across different consumer touch-points on TV, digital, radio to talk about the Amazon Great Indian Festival. Extending them to activation was seamless, as it really brought the band and their celebrations close to everyday customers across different cities in India, be it at metro stations, airports, malls or corporate parks.”
Aman Nanda, Chief Strategy Officer, Times OOH, said, “Our OOH+ and trading verticals worked closely with the brand and property owners to create an interesting activity that integrated their brand objectives with the passenger’s journey. We aim to drive many more interesting activations in the future.”
Rohit Samuel, Vice-President South, Wizcraft International Entertainment, said, “We were quite excited at the idea of doing something quirky, and were also very aware of the impact this could have as a touch-point for the customer. Right from identifying locations and getting permissions, to booking the bands, making the costumes and learning the lyrics, the team definitely had a lot of fun through this entire project. The challenges faced were actually quickly forgotten when we saw thousands of people respond positively to the activations across the cities and participate wholeheartedly in the celebration.”
The activity video can be seen here: