MUMBAI: Amazon Prime Video has launched a new campaign that shows its superiority in terms of choosing the time of watching. Created by Leo Burnett India, it calls consumers to its unrestricted access to content at any time.

Speaking about the new campaign, Amazon India CMO Ravi Desai said, “At Amazon, our focus has always been the customer. Our new campaign highlights the various benefits linked to Prime Video in India. With a premise of ‘Anytime, Anywhere,’ we have kept customer benefit at the centre of the campaign, which marks the next chapter in the larger story around the popular Prime Video Couple – Rohan and Roshni. We understand the need of consumers to be unshackled from the constraints of their traditional alternatives. With a very wide library of content choice available, Prime Video empowers our consumers to define and dictate what they watch and when they watch it.”

The first film is about a couple watching Padmavat on Amazon Prime video when the girl gets a call from her mother to come have her laddoos. While she tells her guy that they have to sort this problem, he soothes her worry by saying that the movie can continue on the phone while they travel.

Leo Burnett India MD India and chief strategy officer – South Asia Dheeraj Sinha said, “We are building Amazon Prime Video as an alternate and a better choice for consumers when it comes to entertainment. Amazon Prime Video puts the viewer in command. This is reflected in our positioning – ‘India Ka Naya Primetime’. We started this journey last year by talking about the largest and the latest library, and our exclusive content. The current campaign builds on the role of the liberator further. It amplifies how Amazon Prime Video sets you free, letting you decide where to watch and when to watch your entertainment. The campaign draws from a typical banter between a couple about who is the ‘ghulam’. The phrase also works as a reference to not being a host to your entertainment.”