Amazon India's festive campaign highlights human stories that lie behind any purchase

Amazon.in launched a digital campaign to provide a brief glimpse into how people come to Amazon.in to ‘find’ products for different moments of their lives, to help them live life and fulfil their aspirations. The ‘Find _Life’ campaign is conceptualised to highlight the human stories and emotions that lie behind any purchase, showcasing actual customers who were able to find different kinds of products on Amazon.in that helped them to express their emotions, participate with family or just enjoy life.

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Ahead of the festive season, ‘Find _Life’ campaign encapsulates stories of three real Amazon.in customers - a young seven-year-old girl from Jaipur who joyfully expresses herself through dance, a BMX biker who finds his self-expression in the hoods of Noida with his bike, and the beautiful interaction between a young boy in Kochi with his grandparents and family as he interacts with modern gadgets as much as traditional food.  These stories capture a slice of life of people from varied cultural backgrounds, taking the audience through a journey of India, brought together by their quest for products that fulfil needs, through creative visual storytelling.

Manish Tiwary, Country Manager and Vice-President, India Consumer Business, Amazon India, said, “At Amazon.in we have always tried to provide a wide selection of products to create value and convenience in the lives of our customers. We understand that a product is more than just a commodity, it is a means to an expression. Every order has a story or emotion behind it and these moments constitute life, which millions of sellers on Amazon.in enable for customers through our marketplace. This campaign represents how we want to keep making our customers' lives better by helping them ‘Find Life’ as they can focus on their precious moments.”

The campaign has been shot using both drone and handheld cameras to express scale in accessibility while also maintaining intimacy, allowing the viewer to be “in the action”. The film pivots largely around multiple doors as an entry point for a sense of insight into families across India and how a purchase on Amazon.in is integrated into their everyday moments.

Ray Page, EVP, Head of Global Innovation and Social Impact, WE Communications, commented, “Exploring different narratives for this campaign has highlighted one simple fact, we are united by love, a sense of belonging, and self-expression. When we started working on this campaign, we wanted to dig deeper into the human qualities of the products you can find on Amazon.in. Whether you’re buying a telescope for your budding 6-year-old astronaut or a cane for your 80-year-old mom, there are human stories behind every product. It was so rewarding to work with real people and families (not actors) to take a peek into their lives and relationships.”

The campaign kicks off across digital mediums respectively on September 2, 2022, and will be phased out in intervals leading to Diwali. The six-week-long digital campaign kicks off with the festive season and will continue till the end of Diwali.

The film:

Credits:

Creative and Conceptualisation: Amazon PR in-house and WE Communications

Production: Miran Media

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