Amazon Prime has launched a new campaign emphasising the benefits of Prime Membership for customers.

Amazon Prime is a valuable membership that ensures the ‘Joy of More’ in each customer’s life by providing a variety of benefits ranging from shopping to entertainment. The campaign’s premise encourages customers to get the most out of their Prime membership.

The platform’s creative partners, Media Monks and Ogilvy, brought #SachMeinTooMuch to life.

Amazon Prime members can get free one-day delivery on over 40 lakh products and shop with ‘Prime offers everyday’ on items such as everyday home essentials, phones, clothing, home décor, beauty, and more.

The campaign takes a novel approach, with two sets of films, one for new Prime customers emphasising ‘One Membership, Many Benefits,’ and the other for existing Prime members emphasising the numerous benefits that come with their Amazon Prime membership.

The campaign revolves around a couple’s moments, with one set addressing the hard-hitting message of what makes Amazon Prime membership unique, and the other set focusing on the life of a Prime member whose expectations have risen as a result of everything around them. The Prime mascots have also evolved in this campaign to become more diverse and inclusive.

Pragya Sharma, Director – Consumer Marketing, Amazon India said, “At Amazon, we obsess over our customers and innovate on their behalf, our current campaign, #SachMeinTooMuch, reiterates this. We bring numerous relevant benefits in one membership for customers to experience the joy of more. Through this campaign we want to build awareness of Prime’s bouquet of benefits and encourage customers to utilise them.”

Neville Shah, Sr Executive Creative Director – Ogilvy, said “An Amazon Prime membership is truly something. It has everything. It’s no wonder then, we start expecting this from everything in our life. And we based our concept on this simple insight.”

“The campaign ‘Sach mein too much’ was envisioned to highlight the incredible bundle of benefits that people can enjoy by taking this membership. The idea ‘Sach mein too much’ carries the surprise element that comes with the membership, and instantly clicked with everyone,” said Azazul Haque, Chief Content Officer, Media.Monks.