Amazon Prime Video
Prime Video Mobile Edition
Boredom Pe Lagao Full Stop
Launch Campaign
The Challenge
Ever been stuck with nothing to do? That's the problem we had to fix. Our mission was to launch Prime Video Mobile Edition and offer people non-stop entertainment for free.
The twist? It all came with a simple phone recharge, and the fun was already in their hands and we just had to reiterate it with our quirky messaging.
Our Idea
We wanted to make the communication relatable but take it a notch higher. We decided to celebrate boredom.
We thought, why not turn those silly, ridiculous time-killing moments into the star of the show?
We found our fun in the mundane, like counting sugar crystals one by one or using headbanging to dry your hair. The idea was to make everyone laugh at the absurdity but also remember the messaging.
We thought, why not turn those silly, ridiculous time-killing moments into the star of the show?
We found our fun in the mundane, like counting sugar crystals one by one or using headbanging to dry your hair. The idea was to make everyone laugh at the absurdity but also remember the messaging.
The Work
We brought our idea to life with two short films.
One film showed a girl headbanging to dry her hair.
The other film showed a guy counting each sugar crystal he put in his tea.
These films didn't just show entertainment; they showed how much people needed it.
Then, we offered the perfect escape with Amazon Prime Video’s partnership with Airtel.
The Win
We didn't just launch a new product; we launched an experience. Our campaign became a huge hit, putting a full stop to boredom and proving that a little bit of creativity can go a very long way.
Khud Ka Entertainment
Launch Campaign
The Challenge
Our task was to follow up on the success of Prime Video Mobile Edition's launch by cementing its place as the go-to solution for on-the-go entertainment. We needed to show people that they no longer had to go to extreme and sometimes absurd lengths to watch their favorite shows.
Our Idea
We built on the ‘Khud ka Entertainment’ (Personal Entertainment) tagline. Our core thought was to visually depict relatable yet desperate moments of trying to get a glimpse of one's favourite shows. Indians love a good jugaad but does it always work? Not really!
We’d then positioned Prime Video Mobile Edition as the simple, smart way to get your own screen, your own show, your own entertainment without the desperate measures that didn’t even provide the best experience.
We’d then positioned Prime Video Mobile Edition as the simple, smart way to get your own screen, your own show, your own entertainment without the desperate measures that didn’t even provide the best experience.
The Work
We brought this idea to life with two short films.
The Salon Film: A guy ends up getting a lopsided haircut when he tries to get a glimpse of his favourite show in a strangers phone.
The Balcony Film: Two friends go full spy mode, using binoculars to watch a show through someone else's window, only to miss the climax at the last second.
Both films ended by showing how easy it is to get your own entertainment, right on your phone with Prime Video Mobile Edition.
The films highlighted the convenience, anytime viewing, and affordability.
The Salon Film: A guy ends up getting a lopsided haircut when he tries to get a glimpse of his favourite show in a strangers phone.
The Balcony Film: Two friends go full spy mode, using binoculars to watch a show through someone else's window, only to miss the climax at the last second.
Both films ended by showing how easy it is to get your own entertainment, right on your phone with Prime Video Mobile Edition.
The films highlighted the convenience, anytime viewing, and affordability.
The Win
The campaign helped build recall. We were able to solidify Prime Video Mobile Edition as the ultimate antidote for FOMO (Fear of missing out) and showed everyone that getting your ‘Khud ka Entertainment’ (Personal Entertainment) is just a tap away.
The Pitch Doesn’t Discriminate
Launch Promo
The Challenge
Prime Video was about to stream women's cricket for the first time, but we faced a real problem: a huge gap in how people saw men's and women's matches. Our task was to create a promo that didn't just announce the streaming, but challenged the very idea that one was less exciting than the other. We had to make an impact and change perceptions.
Our Idea
We decided to let the game speak for itself. Our core idea was simple and powerful: The pitch doesn't discriminate. It treats every player the same, regardless of gender. So if the field, the bat, the ball, and the passion are all the same, why isn't the enthusiasm? We used this insight to ask a tough question and make viewers think.
The Work
We created a hard-hitting film that put this idea front and center. We paired a high-intensity voiceover with powerful, action-packed visuals of women's cricket. Every shot; a bat hitting a six, a wicket tumbling, a fielder diving; was meant to mirror the thrill and skill of any other top-level match. The promo wasn't just an announcement; it was a call to give the women's game the respect it deserved.
The Win
The film made a huge statement and got people talking. It successfully launched Prime Video’s entry into women's cricket by not just promoting a match, but by championing an entire sport. We helped shift the conversation from ‘women's cricket’ to simply ‘cricket’, proving that great sports, like great stories, are for everyone.
