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HomeThink TankManoj Bajpayee And Prime Video Unite For 'Sabki Zubaan Par Prime' Campaign

Manoj Bajpayee And Prime Video Unite For ‘Sabki Zubaan Par Prime’ Campaign

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Amazon Prime Video has unveiled a new campaign in India to reinforce its position as the go-to platform for popular and highly-discussed shows and movies. This campaign, humorously portrayed in a film featuring renowned actor Manoj Bajpayee, highlights the immense popularity of Prime Video’s content among Indian consumers.

The Entertaining Ad Film of Prime Video Campaign

The ad film opens with Manoj Bajpayee in his iconic role as Srikant Tiwari from ‘The Family Man,’ seeking suggestions on what to watch. What follows is a flood of recommendations from various quarters, including his makeup artist, gym trainer, and even strangers, all suggesting popular Amazon Originals. Srikant Tiwari finds himself at the center of a must-watch recommendation frenzy, which leads to an “aha” moment as he realizes that Prime Video is the ultimate destination for content that everyone is watching and talking about.

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Comprehensive Marketing Effort

This campaign, titled ‘Sabki Zubaan Par Prime,’ is set to be supported by a comprehensive 360-degree marketing effort, spanning TV, digital, social media, outdoor advertising, and social innovations designed to bring the campaign’s premise to life.

Insights from Prime Video’s Country Director

Sushant Sreeram, the Country Director of Prime Video India, explains the motivation behind the campaign: “This campaign originates from a simple consumer observation – there are so many shows of ours that fans and customers passionately recommend to their friends, family, and sometimes even strangers! We wanted to celebrate that fandom. We take the opportunity to ignite such fandom very seriously, and I am confident our future lineup of shows and movies will continue to inspire and entertain our customers.”

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Manoj Bajpayee’s Perspective on Prime Video campaign

Manoj Bajpayee, who plays himself in the ad campaign, also shared his thoughts on the role of streaming in contemporary culture, saying, “Streaming today has become an integral part of cultural conversations and our daily lives! Srikant Tiwari has almost become an alter-ego for me – from being mobbed in airports in the smallest of Indian towns, to recognition at global forums, ‘The Family Man’ has been loved by and talked about everywhere! This campaign effectively encapsulates this phenomenon with remarkable simplicity and relatability.”

Behind the Creative Concept

The creative director at MANJA, Suyash Barve, who worked on the campaign, explained the concept, saying, “When you watch a great show or movie, you can’t help but recommend it. And since Prime Video has the most talked about shows of the year, we used that truth as our starting point. The only question left to answer was, who are they talking to? We went with the one man who probably needs no recommendations at all, The Family Man.”

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This campaign not only showcases the immense popularity of Prime Video’s content but also the influence it has in shaping cultural conversations and recommendations across India. With a promising lineup of shows and movies, Prime Video continues to be the preferred destination for entertainment in the country, and ‘Sabki Zubaan Par Prime’ reinforces that message in a humorous and relatable manner.


Director – Vinil Mathew

Production House – Breathless Films 

Creative Agency – MANJA

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