Amazon Prime Video has launched their new campaign, India Ka Naya Primetime. Conceptualized by Leo Burnett India, the campaign features two videos.

Both the film feature the same young couple who are defined by their love for content. In the first video they are seen creating drama while watching the latest movie on Amazon Prime Video. The other video shows the same couple where the girl changes the password of Amazon Prime Video and asks the boy to do few things for her. He does so as he wants to see his favorite show on the particular platform.

The main aim behind this campaign is to tell audience that they 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 or anywhere they want, making anytime - 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.”

Speaking on the same, Rajdeepak Das, Chief Creative Officer, Leo Burnett, South Asia, added, “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 favorite 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. – Adage India