MUMBAI: In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of everyday magic enabled by the Amazon Echo device.

Conceptualised by Ogilvy Bangalore and directed by Aarthi Kakkad of Curious Films, the films tell the story of an Indian family where the father, mother and daughter encounters an endearing family moment that is relevant to a daily family setting. One film captures a sweet moment of the father being caught off guard by the mother and daughter secretly dancing to the tunes of a popular Bollywood song. While the other film encapsulates the traditional bond between a father and daughter.

Ogilvy Mumbai executive creative director Neville Shah, “The simplicity of creative was broken down to one thing. How can the Echo be part of your everyday; like a family member. And since this is an extremely new category, familiarizing people with the use of the product is key.”

“With the successful launch of Echo, Indian consumers have shown that they are more than ready to adopt new technologies which are relevant to them. The current campaign is continuation of our launch campaign about how Echo fits seamlessly in the lives of consumers and makes everyday moments special,” adds Amazon India director mass and brand marketing Ravi Desai.

Ogilvy South senior vice president for head of planning Anirban Roy mentions, “The category is at a nascent stage and hence demonstrating relevant use cases of Amazon Echo was critical for us. We are trying to build the category and at the same time trying to create a positive disposition towards us.”