Amazon takes the 'self-love' route

Amazon India has rolled out a campaign, ‘Khushiyan Apno Ki, Aur Apni Bhi’ that urges customers to prioritise not only their loved ones but also themselves during the festive season.

Conceptualised by the Amazon in-house PR team along with Avian WE, the campaign serves as a gentle reminder of the importance of self-care and the need to embrace ‘me’ within the ‘we’ amid the festivities. The film showcases a loving bond between a mother and daughter, whereby the daughter is concerned about her mom believing she neglects her own happiness while looking into others' needs. But the film takes a playful twist which puts her fears to rest.

Noor Patel, vice president, Amazon India said, “The campaign touches upon the sweet spot of self-realization and much needed self-care in today’s day and age. Our campaign is based on customer insights and brings alive the mindset shift in customers urging them to celebrate the festive season taking care of their needs, along with their loved ones.”

The campaign kicked off across digital mediums on 15 September 2023.

Credits:

Conceptualisation: Amazon in-house PR and Avian WE
Creative: Schbang, Amazon in-house PR and Avian WE
Production: Schbang motion pictures