If it ain’t broke, don’t fix it. And Amazon India knows that. Its ‘Deliver The Love’ campaign, conceptualised by Ogilvy & Mather in 2016, hit all the right notes. So much so that it has become a cherished tradition that runs every festive season. And with Raksha Bandhan just around the corner, the campaign has returned—with a fresh narrative on monsoon.
The brand has once again demonstrated its deep understanding of its customers and their behaviour. Instead of promoting its services, Amazon India has downplayed it. In doing so, it once again strikes a chord with its audience.
“#DeliverTheLove is a brand idea that was born from a simple realisation, that during certain moments in life what matters most is the love you share & the bonds you strengthen… gifts are often incidental,” Amazon India’s marketing director Ravi Desai had said back in 2021.
What makes the latest iteration of the campaign different is that the ad steps away from family and sibling ties. Instead, it draws attention to the often-overlooked people in our lives who make a difference through small, everyday interactions— the kirana or general store owner, neighbourhood shopkeepers, milkmen, security guards, and newspaper vendors among others.
These are men and women who are a part of our daily lives, but their presence is sometimes taken for granted. They are vital to our lives, especially during the monsoon season.
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A wholesome message
The film centres around an elderly man who has fiery exchanges with his newspaper vendor over the day’s headlines. However, during the rainy season, when these interactions are disrupted, both men realise the value of their interaction.
It’s only toward the end of the commercial, that the brand actually makes an entry—when both elderly men are gifted matching yellow raincoats packaged in the iconic Amazon box. As the two men get back to arguing with each other, the narrator says, “Some relationships are special because we get to choose them.”
This simple story reinforces the campaign’s core message: while Amazon can deliver parcels, the real delivery of love comes from you (the customer).
The commercial is a concise, minute-and-fifteen-second portrayal of how these seemingly mundane interactions hold significant meaning. Since its release on YouTube two weeks ago, the “wholesome ad” has garnered over 82 million views and a sea of positive comments.
“This advertisement touched my heart, reminded me of my grandfather and his friends, how he used to talk with them, and how he would take me for a walk,” said one commenter.
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Building on a strong foundation
Amazon’s journey in India began in 2013. Initially, it was challenging for the brand to establish a foothold in a market dominated by cash transactions and local grocery stores. However, their advertisements proved to be game-changers.
Directed by Amit Sharma of Chrome Pictures and conceptualised by Ogilvy & Mather, the 2016 film conveyed that the joy of being with loved ones is priceless.
A memorable scene featured a son urging his old father to send a gift rather than visit his sister in person. The father’s response—“How will I see the smile on her face?”—captured the essence of personal connection.
In 2017, the campaign continued its emotional journey with a story about a grandmother and her brother, highlighting the deep bond between them through a shared childhood memory.
The message was that while Amazon offers countless products, nothing can replace personal touch. This ad also collected over 17 million views.
Last year, Amazon India extended its DTL theme to Diwali, reminding viewers that the contents of their (Amazon) boxes could never replace the presence of loved ones.
The mother-daughter story, capturing a mother’s longing to spend time with her daughter, garnered over 52 million views on YouTube.
Now with the monsoon commercial, Amazon India has delivered a winner again.
Credits:
Brand: Amazon India
Ad Agency: Ogilvy Bangalore
Brand Marketing Director: Ravi Desai
National Creative Director: Narendra Kumar
Views are personal.
(Edited by Theres Sudeep)