Amazon Prime Video redefines 'India Ka Naya Primetime'

Created by Leo Burnett India, the new campaign breaks previously held ideas of traditional entertainment consumption

e4m by exchange4media Staff
Updated: Feb 18, 2017 8:24 AM
Amazon Prime Video redefines 'India Ka Naya Primetime'

With the launch of its Prime Video service, Amazon is ready to redefine content consumption in India. With the best content selection at your fingertips, and consumer-first product features, Amazon Prime Video unshackles consumers from the bonds of traditional entertainment consumption. To take this thought forward, the brand brought in Leo Burnett India to conceptualise its new integrated campaign – ‘India Ka Naya Primetime’.

Speaking about the new campaign, Ravi Desai, Director, Mass and Brand Marketing, Amazon India, said, “Amazon Prime Video offers consumers the ability to enjoy the very latest and exclusive content, with easy-to-use features, enabling them to take control of what they want to watch, when they want to watch, and where they want to watch. We believe this campaign will work towards building awareness of this new Prime benefit, as well as bringing new consumers to Prime Video as every content lover would be attracted to this new world of entertainment.”

When it comes to content watching, India has evolved with content becoming its new social currency. Expectations are that content should not be limited by where consumers are, the device they are using, availability, or when they are watching. Having said that, while expectations from content have changed, we still end up consuming it the way we used to – by appointment viewing.

Amazon Prime Video consumers are no longer restricted by a time slot, programming choice, or by who has control over the TV remote. They can watch latest and exclusive content, anytime they want, anywhere they want, making anytime – Primetime.

To carry this thought forward, the films feature a young couple, Rohan and Roshni, who are defined by their love for content. The characters individually have a distinct personality, and together, as a couple, give us a glimpse into their very interesting everyday lives, with entertainment enabled by Amazon Prime Video. The insight for the campaign stems from everyday fun, tongue-in-cheek moments. These moments allow for narratives created around the couple’s content watching behavior, making it relatable for anyone who loves to watch movies and shows.

Speaking about the integrated campaign, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, says, “We are elated to be working on one of the country’s biggest brands, and on one of the most exciting categories there is today. Through the young couple, we wanted to give consumers a glimpse of how life, without being forced to watch their favourite movies and shows, according to others’ choices, can be. Through its slice-of-life execution, we wanted viewers to know it is easy to bid the shackles of traditional ‘primetime’ goodbye.”

This is an integrated campaign across India, with presence on TV, Digital, OOH, and other relevant consumer touchpoints.



Team Leo Burnett India

Chief Executive Officer, Publicis Communications India: Saurabh Varma

Chief Creative Officer, Leo Burnett, South Asia: Rajdeepak Das

Chief Strategy Officer, Leo Burnett, South Asia: Dheeraj Sinha

Business Head: Oindrila Roy

Executive Creative Directors: Arjuna Gaur, Pravin Sutar

Creative Team: Vijay Kumbhar, Swagata Banerjee, Maruthi Shivakumar

Account Planner: Aditi Jain

Account management: Hemal Thakkar, Gaurav Bhagat

Producer: Poonam Wahi

Production House: Chrome Pictures

Film Director: Amit Sharma

Exposure: TV, print, radio, digital, social media

Amazon India Integrated Marketing Team

Director, Mass and Brand Marketing: Ravi Desai

Senior Manager, Brand Marketing: Sumit Kapoor

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