Amazon Prime shares the joy of more through its new 'Sach Mein Too Much' campaign

Amazon Prime has unveiled a new campaign which highlights the benefits of taking Prime Membership for customers.

Enabling customers with a combination of benefits, from shopping to entertainment, Amazon Prime is a valued membership, that ensures to deliver on the ‘Joy of More’ in each customer’s life. The campaign premise urges customers to derive maximum value from their Prime membership. 

#SachMeinTooMuch was brought alive by the platform’s creative partners - Media Monks and Ogilvy.

Amazon Prime enables members to avail free - one day delivery on over 40 lakh products, shopping with “Prime offers everyday” on products like everyday home essentials as well as phones, clothing, home décor, beauty and more.

The campaign adopts a new approach – with two sets of films – one talking to not-yet Prime customers highlighting ‘One Membership, Many Benefits’ while the other talks to existing Prime members reiterating the multiple benefits that they can enjoy with their Amazon Prime membership.

The campaign revolves around moments of a couple with one set addressing the hard-hitting message of what’s special about Amazon Prime membership, while the other set revolves around the life of a Prime member whose expectations have increased from everything around them. In this campaign, the Prime mascots have also evolved to become more diverse and inclusive.

Pragya Sharma, Director – Consumer Marketing, Amazon India said, “At Amazon, we obsess over our customers and innovate on their behalf, our current campaign, #SachMeinTooMuch, reiterates this. We bring numerous relevant benefits in one membership for customers to experience the joy of more. Through this campaign we want to build awareness of Prime’s bouquet of benefits and encourage customers to utilise them.”

Neville Shah, Sr Executive Creative Director – Ogilvy, said “An Amazon Prime membership is truly something. It has everything. It’s no wonder then, we start expecting this from everything in our life. And we based our concept on this simple insight.”

“The campaign ‘Sach mein too much’ was envisioned to highlight the incredible bundle of benefits that people can enjoy by taking this membership. The idea ‘Sach mein too much’ carries the surprise element that comes with the membership, and instantly clicked with everyone,” said Azazul Haque, Chief Content Officer, Media.Monks.

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