India is a land of cultures and festivals. Amazon.in has started a campaign #DeliverTheLove to mark the occasion of Raksha Bandhan (an Indian festival where sisters tie a string on their brother's hand for them to protect them). The ad has been conceptualized by Ogilvy Bangalore.
Ravi Arun Desai, director, mass and brand marketing at Amazon India, said: "Our current lifestyle keeps us on our toes 24x7, 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,' he added.
Mahesh Gharat, chief creative officer, Ogilvy Bangalore, said: '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."