Campaign Spotlight

Campaign Spotlight: Leo Burnett launches ‘What’s your mood?’ campaign for Amazon Prime Video focusing on diverse content for varying moods

MUMBAI, INDIA – Amazon Prime Video has unveiled a new marketing campaign ‘What’s your mood’, a 3-film integrated approach to showcase a vast repertoire of content available on the service. This extensive library of content gives viewers a gamut of options to choose from whatever they are in the mood to watch. Prime members can pick their preferred title from a wide selection of content which encompasses multiple genres covering action, adventure, animation, documentary, drama, horror, mystery, musical, romance, sci-fi, sports, thriller, war and western among others. The campaign has been conceptualised and created by Leo Burnett India.

“Heartbreaking to Heart-warming”, What’s Your Mood? | Amazon Prime Video


With consumer interest in streaming entertainment content on the rise in these times, homes are doubling up as our entertainment destinations, thereby bringing more customers towards digital streaming services. Amazon Prime Video is already known and loved for its riveting and wide range of content, including Indian ad International Amazon Originals, TV shows, Direct-To-Service (DTS) movies, kids and family programming and much more. This campaign highlights Prime Video as home to the largest, latest and exclusive array of content available on the service for every possible mood and emotional disposition. Titled ‘What’s your mood’, the campaign is based on the simple idea that people watch content based on their moods, not genres, moods being a combination of consumer need, states and occasions. This simple formula made for an exciting way to talk to consumers about Amazon Prime Video’s wide content offering.

“From Spine-Tingling to Rib-Tickling”, What’s Your Mood? | Amazon Prime Video

The 3-film campaign captures this sentiment in a light hearted and engaging way, by portraying mood switches in relatable settings, but more importantly showcasing matching titles available on Amazon Prime Video, for each and every depicted mood. Some of the titles featured in the 3 films include This is Us, Bandish Bandits, Made in Heaven, Marvelous Mrs. Maisel, The Boys, Mirzapur, Paatal Lok, Ok Jaanu, Covert Affairs, Chemical Hearts, War, The Match Breaker, 2.0, O Kadhal Kanmani, Janu, Love Mocktail, IT Chapter 1, The Conjuring, Tumbad, Comicstaan, One Mic Stand, Big Bang Theory, O Sthree Repu Ra, Bhaagmathie, Unakenna Venum Sollu and so on to capture viewers’ emotions behind their moods. From heart-warming to heart breaking, spine chilling to rib tickling, you’ll find content that matches your every mood on Amazon Prime Video.

“From Solo Thrills to Family Chills”, What’s Your Mood? | Amazon Prime Video

Speaking about the campaign Rajdeepak Das, Managing Director – India & Chief Creative Officer, South Asia, Leo Burnett said “Amazon Prime Video has one of the most extensive content libraries and exciting range of titles. We wanted to connect with the audiences and talk about its varied content which will appeal across all age groups and genre preferences. We realised most of the times people decide what to watch basis their moods, which is a combination of need, states and occasions, and our latest campaign reflect this with a light-hearted and fun films which we are sure will connect with our consumers. How you showcase the range in every film genre was the challenge. But I think the team did a great job in executing the creative ideas in an entertaining way.”

Watch the films on YouTube:
Film 1:
Film 2:
Film 3:

Campaign Credits:

Creative Agency: Leo Burnett
MD – India & CCO – South Asia, Leo Burnett: Rajdeepak Das
MD – India & CSO – South Asia, Leo Burnett: Dheeraj Sinha
Executive Creative Director: Mayuresh Dubashi

Creative team:
Associate Creative Director: Vignesh Iyer
Art Director: Durgesh Pragati, Satish Amble
Senior Vice President: Ashima Mehra
Brand Services Director: Manjiri Shedge

Planning team:
Brand Strategy Partner: Shibani Mitra
Brand Strategy Director: Vishana Devnani

Production House: UBIK Films
Director: Surjo Deb
Executive Producer: Sonu Bhandari & Saikat Chakraborty
Producer: Daya Suryavanshi
DOP: Mitesh Mirchandani – DOP
Music Dircetor: Abhishek Arora
Production Designer: Indrani Pillai

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