For the occasion of Raksha Bandhan, which falls on August 7 this year, Amazon India has extended their #DeliverTheLove campaign.
The brand through their Deliver The Love series of ads, attempts to communicate that while, they can deliver anything a user wants, but nothing is more precious and memorable than meeting your sibling on Raksha Bandhan in person. The narration takes the viewers down the memory lane with your siblings.
The story touches hearts and is quite welcoming in the midst of a space when all the brands are jostling to push their products. This year, it is the story of an elderly woman, preparing to meet her brother, who is going to come to her place for Raksha Bandhan. Her grandson fails to understand, that why does her brother every time get Jamun for her when there is Amazon and he can order anything from the site. She makes him realize the importance of meeting your sibling in person on special days like these through a sweet story.
The campaign conceptualized by Ogilvy & Mather has clocked more than 8 lakh views on the brand’s YouTube channel in just one day. On social media, people are praising the ad and are also in awe of the song.
— TEJ (@advantej_) July 31, 2017
— N. (@Rusty_owlet) July 31, 2017
In 2016, the brand first launched the campaign Deliver the Love where they showed an old man eager to meet her sister on Raksha Bandhan. While, his son tried persuading him, not to take so much of trouble because of health issues and through Amazon, he can order anything for his sister. His father then makes him realize that there are certain things, like love which can be delivered only in person.
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