Mumbai: Raksha Bandhan, the festival that celebrates the bond between siblings, is just around the corner. Amazon India has come out with their latest campaign, #DeliverTheLove as a reminder of what is really important for Raksha Bandhan.
With families scattered all over the country, the modern lifestyle doesn’t allow many siblings to come together to celebrate the festival. More often than not, sisters courier the Rakhi while the brothers mail the gift. While Amazon India is a preferred destination for many to send rakhis and gifts to celebrate Raksha Bandhan, this festive season, the brand steps in to remind people of the importance of being there for your loved ones. The simple message here is, “While we can deliver the gifts, you need to deliver the love.”
Conceptualised by Ogilvy & Mather, Bangalore, and directed by Amit Sharma of Chrome Pictures, the film beautifully captures the sentiment that nothing can be cherished more than moments spent with your loved ones. This campaign is led by a digital film, and includes Print, OOH, Digital and Radio.
Commenting on the launch of the campaign, Amazon India Spokesperson: Rakhsha Bandhan is a beautiful festival which celebrates a unique bond between a brother and sister. With our fast paced lives, relationships end up taking a back seat. With the campaign #DeliverTheLove, we are trying to communicate that while we can deliver anything you want, anywhere you want, nothing is more important than cherishing the relationship you have with your sibling, by meeting them in person.
Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy said, “This is a brilliant piece of work. It is a wonderful leadership statement, brilliantly written, acted and directed. Being a brother of seven sisters, I am completely and totally moved from “.
Kunal Jeswani, CEO, Ogilvy & Mather India said, “Amazon has everything going for it. A wide selection of products, great quality and customer-friendly service. While it’s obviously a great place for India to shop, it’s also become the natural choice when you want to send someone a gift. Some festivals like Raksha Bandhan, however, are a little different.Nothing can replace the joy of a brother and sister meeting on Raksha Bandhan. There is a magic there that should never be replaced by anything. Coming frm a brand, that is a beautiful, brave statement”.
Mahesh Gharat, Executive Creative Director, Ogilvy Bangalore: With this campaign, brand Amazon has taken a higher ground. This is an example of brand courage, where an online shopping brand says that sending a gift is not the same as going and giving it yourself.
CREDITS:
Brand: Amazon Client: Manager,
Brand Marketing: Sumit Kapoor
Agency: Ogilvy Bangalore
National Creative Director: Rajiv Rao
ECDs & Creative Heads (Bangalore): Azazul Haque & Mahesh Gharat
Creative Team: Mahesh Gharat, Nilesh Kulkarni, Sagar Prajapati, R Unnikrishnan
Senior Vice President: Kiran Ramamurthy
Servicing Team: Megha Jadhav, Tanushree Ghosh, Prerna Jaswant
Director: Amit Sharma
Production House: Chrome
Pictures Producer: Poonam Wahi
