As the festive season approaches, Amazon India announced the launch of its latest campaign, ‘Khushiyan Apno Ki, Aur Apni Bhi’ that takes a unique/heartwarming approach by urging customers to prioritise not only their loved ones but also themselves during this joyous time of year.
The campaign serves as a gentle reminder of the importance of self-care/self-love and the need to embrace ‘Me’ within ‘We’ this festive season.
Conceptualised basis the insight that true celebrations flourish when the happiness of both ‘we’ and ‘I’ is fulfilled, this digital asset serves as a reminder that practicing self-care/self-love is not an act of selfishness but a necessity. This sentiment is captured in the video showcasing a loving bond/relationship between a mother and daughter.
The story at first appears to show a mother preparing for the upcoming festive season with everyone on her mind but herself. One is almost prepared to see her make an excuse for not getting something for herself the way we have seen a lot of homemakers in our own lives do, but this quickly changes with a cheeky twist which demonstrates that she has indeed thought about herself. The classic mom humour, the expression plays and banter between mother and daughter and the extremely Indian emotional nuance, easily puts a smile on anyone watching.
Noor Patel, Vice President, Amazon India, said, “The campaign touches upon the sweet spot of self-realisation and much needed self-care in today’s day and age. Our campaign is based on customer insights and brings alive the mindset shift in customers urging them to celebrate the festive season taking care of their needs, along with their loved ones.”
Khushiyan Apno Ki, Aur Apni Bhi:
Conceptualisation: Amazon in-house PR and Avian WE
Creative: Schbang, Amazon in-house PR and Avian WE
Production: Schbang motion pictures