Bangalore: Raksha Bandhan is a festival that tugs at heartstrings and brings up memories of all the time spent playing, sharing, fighting and plotting long adventures with your beloved siblings. Distance, time and age cannot change this deep connect. While most of the conversation around Raksha Bandhan has always been about the ‘gift’, Amazon.in continues with its messaging of ‘#DeliverTheLove’ to inspire brothers and sisters to meet and celebrate this day together.
Ravi Arun Desai, Director, Mass & Brand Marketing, Amazon India, “Our current lifestyle keeps us on our toes 24×7, and sometimes also ends up eating into the time we ought to be spending with probably the most important thing in our lives – our loved ones! With the new Amazon.in’s Raksha Bandhan Campaign, we want to encourage everyone to slow down, take a step back and experience the magical moments of the festival with their cherished siblings to renew as well as create new memories. Our brand always attempts to tell a story that the customers feel connected with, in a manner that is simple and relatable. The campaign #DeliverTheLove is about connecting with our customers in the context of Raksha Bandhan and in some way touching their heart amidst this fast paced life we all lead today”.
The modern lifestyle of constant hustle and bustle and family members scattered across the world, requires sisters and brothers to courier their rakhisand gifts to one another. While Amazon India is a preferred destination for most siblings to send each other the rakhi as well as the gift, Amazon.in’s new campaign aims to remind people of the importance of the human connect.
Mahesh Gharat, Chief Creative Officer, Ogilvy Bangalore,“More than the gift, any sister actually wants her brother to actually come and meet her. There are some things beyond materialistic gifts, and the campaign reminds you of that”.
Conceptualised by Ogilvy Bangalore and directed by Afshan of Good Morning Films, the film tells the story of a young man who just cannot fathom why his grandmother doesn’t mind getting the same gift for rakhi, every year. Watch her heart-tugging response in this film…see link below –
Led by a digital film, the campaign also includes print and radio. #DeliverTheLove celebrates the bonding between siblings, connects with both the present generation and their parents, while breaking the clutter with a uniquely Indian vibe.
Brand: Amazon India
Agency: Ogilvy Bangalore
Creative: Azazul Haque, Mahesh Gharat, Nilesh Kulkarni
Planning: Sreenesh Bhat, Shreyaa Ranjan
Account Management: Kiran Ramamurthy, Megha Jadhav, Abhijna E Rao
Client: Integrated Marketing Communications Team – Sumit Kapoor, Divya Chadda
Production House: Good Morning FilmsDirector: Afshan