Amazon Prime, a highly valued membership, offers customers an unparalleled combination of benefits ranging from shopping to entertainment, promising to enhance the “Joy of More” in each customer’s life. The latest campaign, ‘Sach Mein Too Much’ focuses on encouraging customers to maximize the value they derive from their Prime membership.
Amazon Prime provides a wide array of benefits under a single membership. Members can enjoy free one-day delivery on over 4 million products, along with exclusive “Prime offers everyday” on their favorite items such as daily home essentials, smartphones, clothing, home decor, beauty products, and much more.
The campaign takes a unique approach by presenting two sets of films. One set targets potential customers who are not yet Prime members and highlights the concept of “One Membership, Many Benefits.” The aim is to showcase the numerous advantages that can be obtained by subscribing to Amazon Prime.
The other set of films addresses existing Prime members, reinforcing the multiple benefits they can enjoy with their membership. These films revolve around moments in the lives of a couple, with one set delivering a powerful message about what makes Amazon Prime membership special, while the other set focuses on a Prime member whose expectations have been raised across various aspects of their life.
Furthermore, the campaign features the Prime mascots, which have evolved to become more diverse and inclusive, serving as a memorable brand asset across Prime communications.
Amazon Prime offers customers an exceptional membership experience by providing a range of benefits that extend beyond shopping to include entertainment. Through the campaign, Amazon aims to emphasize the value of Prime membership to both potential and existing customers, showcasing the convenience and exclusive advantages that come with being a member. The evolution of the Prime mascots further demonstrates Amazon’s commitment to diversity and inclusivity.
Commenting on the campaign launch, Pragya Sharma, director – consumer marketing, Amazon India said, “At Amazon, we obsess over our customers and innovate on their behalf, our current campaign, #SachMeinTooMuch, reiterates this. We bring numerous relevant benefits in one membership for customers to experience the joy of more. Through this campaign, we want to build awareness of Prime’s bouquet of benefits and encourage customers to utilize them.”
Our creative partners who have helped bring #SachMeinTooMuch alive were Media Monks and Ogilvy. Right from conceptualizing, scripting and execution the teams have played a pivotal role.
Commenting on their journey, Neville Shah – Sr. executive creative director – Ogilvy said “An Amazon Prime membership is truly something. It has everything. It’s no wonder then, we start expecting this from everything in our life. And we based our concept on this simple insight.” –
“The campaign ‘Sach mein too much’ was envisioned to highlight the incredible bundle of benefits that people can enjoy by taking this membership. The idea ‘Sach mein too much’ carries the surprise element that comes with the membership, and instantly clicked with everyone.” – Azazul Haque, chief content officer, Media.Monks