Amazon Prime‘s latest campaign has transformed the age-old wrestling match into a battleground of recommendations, highlighting the ubiquitous question among urban dwellers: “Kya dekhein?” (What to watch?).

Conceptualized by Manja and directed by Prakash Varma, the campaign, produced by Nirvana, takes a humorous approach to the daily dilemma faced by many – what to watch amidst a sea of entertainment options, The Economic Times reported.

The campaign film, featuring the acclaimed actor Pankaj Tripathi, popularly known as Kaleen Bhaiya from the hit series “Mirzapur,” brings this dilemma to life in a wrestling arena setting.

The campaign cleverly portrays how seeking recommendations for entertainment choices can lead to extreme outcomes, but one common answer always prevails – content available on Amazon Prime. With shows and movies that have shaped popular culture, Amazon Prime has become the go-to platform for many viewers.

“Our remarkable journey spanning seven years in India has been a testament to our commitment to redefining the entertainment landscape of the country. We have always sought to bring forth authentic storylines and rooted narratives across genres, languages, and formats, that resonate with customers, both locally and globally. A look at the shows and movies launched in just the last year and a half – from Farzi, Jubilee, Bawaal and Dahaad to Indian Police Force, Poacher, Wedding.con, Inspector Rishi, Road
House and Fallout, among others, each show or movie has succeeded in becoming someone’s favourite story to recommend,” said Sushant Sreeram, country director, Prime Video, India. “With our latest brand film, we not only celebrate the compelling line-up of shows and movies that we are bringing to customers, but also reflect fan-speak on how these are quickly becoming widely talked about and watched. I am confident our forthcoming line-up will continue to entertain and delight our customers, just the way our shows and movies have done till now.”