Amazon Prime Video aims to establish itself as India's new primetime in latest TVC

Amazon Prime Video portrays itself as 'India ka Naya Primetime' (India's new Primetime) in its latest ad, which showcases how people don't have to be slaves to TV anymore.

The integrated campaign, conceptualised by Leo Burnett India, features a couple called Rohan and Roshni who are enjoying the movie ‘Padmavat’ on Amazon Prime Video. Roshni gets a call from her mother telling her she has made laddoos (Indian sweet) and Roshan asks her to get ready to visit her mom.

Roshni then tells him how his movie would get disrupted, to which Roshan denies and explains her how he can pause the movie and watch it on his phone instead.

Ravi Desai, Amazon India, said: “Our new campaign highlights the various benefits linked to Prime Video in India. With a premise of ‘Anytime, Anywhere,’ we have kept customer benefit at the centre of the campaign, which marks the next chapter in the larger story around the popular Prime Video Couple – Rohan and Roshni. We understand the need of consumers to be unshackled from the constraints of their traditional alternatives. With a very wide library of content choice available, Prime Video empowers our consumers to define and dictate what they watch and when they watch it. ”

Dheeraj Sinha, managing director, India and chief strategy officer,South Asia, Leo Burnett India said: “We are building Amazon Prime Video as an alternate and a better choice for consumers when it comes to entertainment. Amazon Prime Video puts the viewer in command. This is reflected in our positioning – ‘India Ka Naya Primetime’.

"We started this journey last year by talking about the largest and the latest library, and our exclusive content. The current campaign builds on the role of the liberator further. It amplifies how Amazon Prime Video sets you free, letting you decide where to watch and when to watch your entertainment. The campaign draws from a typical banter between a couple about who is the ‘ghulam’ (slave). The phrase also works as a reference to not being a host to your entertainment.”

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