Mumbai: In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with their smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of everyday magic enabled by the Amazon Echo device.
Conceptualized by Ogilvy Bangalore and directed by AarthiKakkad of Curious Films, the films tell the story of an Indian family where the father, mother & daughter encounters an endearing family moment that is relevant to a daily family setting. One film captures a sweet moment of the father being caught off guard by the mother & daughter secretly dancing to the tunes of a popular Bollywood song. While the other film encapsulates the traditional bond between a father & daughter.
Neville Shah, Executive Creative Director, Ogilvy Mumbai: The simplicity of creative was broken down to one thing. How can the Echo be part of your everyday; like a family member. And since this is an extremely new category, familiarizing people with the use of the product is key.
Ravi Desai, Director Mass and Brand Marketing, Amazon India: With the successful launch of Echo, Indian consumers have shown that they are more than ready to adopt new technologies which are relevant to them. The current campaign is continuation of our launch campaign about how Echo fits seamlessly in the lives of consumers and makes everyday moments special.
Anirban Roy, Senior Vice President – Head of Planning, Ogilvy South: The category is at a nascent stage and hence demonstrating relevant use cases of Amazon Echo was critical for us. We are trying to build the category and at the same time trying to create a positive disposition towards us. The current campaign is an extension of the earlier one. This is a fine example of a campaign where the product is at the center of the story and the storytelling; almost like a member of the family.
Links to the film: Simplify your life – Voice Control your world with Amazon Echo-
Voice Control your world with Amazon Echo –
CREDITS:
Chief Creative Officer: Sukesh Nayak
Execution Creative Director: Neville Shah
Senior Creative Directors: Yogesh Pradhan & Minal Phatak
Creative Team: Archana Singh, Saurav Das, Rahul Chavan & Vaibhav Patil
Account management: Kiran Ramamurthy, Kamala Gowri, Nayantara Dasgupta
Planning team: Anirban Roy & Prashant Halbe
Director: Aarthi Kakkad, Curious Films
