Summary
- Campaign: #DeliverTheLove
- Product: E-commerce platform for gifting
- Target Audience: Indian consumers celebrating Raksha Bandhan, particularly those separated by distance.
- Goal: To position Amazon as a facilitator of emotional connections during Raksha Bandhan, emphasizing the sentiment of love over just the gift itself.
- Key Element: A heartwarming narrative focusing on sibling bonds and emotional delivery, rather than just product delivery.
- Director: Prosit Roy
Beyond Gifts: Amazon’s “Deliver The Love” for Raksha Bandhan
Amazon India’s 2021 Raksha Bandhan campaign, titled “#DeliverTheLove,” took a poignant and emotionally resonant approach to the traditional festival. Instead of focusing solely on the products available for gifting, the campaign highlighted the deeper sentiment of love and connection that the festival embodies, positioning Amazon as a facilitator of these precious moments.
Ravi Desai, Director, Mass and Brand Marketing, Amazon India, articulated the campaign’s philosophy, stating, “#DeliverTheLove is a brand idea that was born from a simple realization, that during certain moments in life what matters most is the love you share & the bonds you strengthen… gifts are often incidental. And hence in this campaign, the Amazon brand rightfully steps aside and lets the story of two siblings and their emotions take center-stage. The honest, self-effacing voice of the brand clarifies that we can only do so much (deliver your gifts) …BUT it’s you who can #DeliverTheLove. What’s special about this campaign is that it’s been conceptualized completely in-house and struck a chord with a cross section of India.” The campaign was directed by Prosit Roy, ensuring a sensitive and impactful portrayal of sibling relationships.
This campaign successfully resonated with a wide cross-section of Indian consumers by tapping into universal emotions associated with family and festivals, making Amazon’s role feel more meaningful than just a transactional service.
