This Diwali, Amazon Prime urges viewers to log out and spend time with family

The campaign has been conceptualised in-house and created by Big Momma Productions.


Mumbai: Amazon Prime Video has launched a unique campaign to celebrate the festive season, urging its customers & fans to reconnect with their loved ones. In a year that saw people turning to streaming platforms like Prime Video as their preferred entertainment destination, the campaign urges viewers to press pause on the world of Prime Video, and instead celebrate with their family and friends, following all necessary health and safety precautions.

“Over the last four years, we have had the amazing privilege of entertaining our customers with a slate of compelling Amazon Originals and movies across multiple languages. Especially over the last 18 months, as the country went into lockdowns, Prime Video has become the go-to entertainment destination for customers across the country and we are truly humbled by this. At the same time, we want to encourage our customers to take a moment to reconnect and rediscover the joy of togetherness – in real life or virtually,” said Amazon Prime Video (India) director marketing Sushant Sreeram.

The streaming platform is reminding customers that Prime Video and the world of their favourite stories and characters are always going to be around, but they shouldn’t miss the beautiful opportunity to celebrate the festive season with their loved ones. “We couldn’t think of a better way to say this than have some of our iconic characters do it for us! We hope customers enjoy many joyous moments and create some amazing new memories this festive season and we can’t wait for them all to be back to their favourite world of Prime Video,” added Sreeram.

Led by two of Prime Video’s iconic characters, Kaleen Bhaiyya ("Mirzapur") and Siddhi ("Four More Shots Please!"), the campaign features two films that will run on digital platforms and TV. The films were conceptualised in-house and created and directed by Big Momma Productions founder Sohini Dasgupta.

Actor Pankaj Tripathi who returns as Mirzapur’s Kaleen Bhaiyya in one of the films, said, “I want to tell my fans that Kaleen Bhaiyya would love for them to spend time with their families. Diwali gives us the opportunity to connect with our loved ones and the time spent with them adds to the joy of the festival. Kaleen Bhaiyya and the many characters that you love will be there on Prime Video tomorrow and every other day, but Diwali should be all about family and friends.

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