Prime Video, India’s most loved entertainment destination, has rolled out a new, entertaining brand film as a part of its campaign – Everyone’s Talking Amazon Prime. The campaign reinforces the brand’s position as the home for all the shows and movies that everyone’s talking about in India today. Through a high-octane and humorous film, with an appearance by Pankaj Tripathi as the much-loved Kaleen Bhaiyaa from Mirzapur, the ad film underscores the incredible fandom and popularity that Prime Video’s shows and movies enjoy amongst Indian consumers, across all languages and age groups.
The new brand film further builds on the ‘Everyone’s Talking Prime’ campaign that was launched last year with a film featuring Manoj Bajpayee (The Family Man), asking for suggestions on what to watch and getting flooded with a barrage of recommendations. The focus of the new film, like the previous one, is on the fans, who don’t hesitate to jump in (quite literally in this case!) and recommend their favourite titles, to anyone looking for streaming suggestions. The campaign reiterates Prime Video’s philosophy of customer obsession, which ensures that all content on the service deeply resonates with viewers and leaves a lasting impression on them.
“Our remarkable journey spanning seven years in India has been a testament to our commitment to redefining the entertainment landscape of the country. We have always sought to bring forth authentic storylines and rooted narratives across genres, languages, and formats, that resonate with customers, both locally and globally. A look at the shows and movies launched in just the last year and a half – from Farzi, Jubilee, Bawaal and Dahaad to Indian Police Force, Poacher, Wedding.con, Inspector Rishi, Road House and Fallout, among others, each show or movie has succeeded in becoming someone’s favourite story to recommend,” said Sushant Sreeram, country director, Prime Video, India. “With our latest brand film, we not only celebrate the compelling line-up of shows and movies that we are bringing to customers, but also reflect fan-speak on how these are quickly becoming widely talked about and watched. I am confident our forthcoming line-up will continue to entertain and delight our customers, just the way our shows and movies have done till now.”
The latest brand film opens to an intense round of wrestling, with each wrestler trying to gain the upper hand when, unexpectedly in the middle of the match, one of them asks the other to recommend something to watch. What follows is a hilarious free-for-all, with coaches, judges, match officials and even the audience jumping into the fray to suggest their own favorite Prime Video show or movie, building a human pyramid in the process. The air reverberates with the names of many fan-favorites and award-winning titles like Indian Police Force, Ae Watan Mere Watan, Bawaal, Dahaad, Farzi, The Boys, Roadhouse, and many more. Amidst the chaos, we see an incredibly calm Pankaj Tripathi in his Kaleen Bhaiyya avatar flanked by two of his men, watching all this action. Unable to resist, he finally consents to recommending Mirzapur, in his typical Kaleen Bhaiya style and also sums up the proceedings with his characteristic voice-over ‘Jo shows aur movies sabki zubaan par, woh sab Amazon Prime par’.
The film is supported by a 360-degree campaign on TV, digital, social media and outdoor along with social innovations that bring the premise of the film alive. Conceptualized by Manja and the Prime Video creative team, the films have been scripted and produced by Nirvana Films with director Prakash Varma at the helm.
