In an ode to the feelings that linger long after the credits roll, Prime Video India has launched its latest brand campaign — ‘Every kind of emotion. It’s on Amazon Prime’. Featuring Manoj Bajpayee and Samantha Ruth Prabhu in two distinct films, the campaign highlights the platform’s growing identity as a one-stop entertainment destination that resonates with all moods, genres, and emotional spectrums.

The initiative goes beyond the idea of genre-based viewing and taps into a deeper insight — that audiences don’t just look for thrillers or comedies, but for experiences that stir something within. Whether it’s the nostalgia of love, the rush of suspense, or the awkward charm of a dark comedy, Prime Video wants viewers to feel it all. These insights were crafted into the campaign by creative agency MANJA and will be promoted across digital, social, and outdoor platforms.

The campaign’s brand films feature iconic performers Manoj Bajpayee and Samantha, both of whom are familiar to Prime Video audiences from ‘The Family Man’ and ‘Citadel: Honey Bunny’. Each film showcases how everyday entertainment choices are tied closely to emotions, with Manoj and Samantha playfully navigating the emotional nuances of genres — proving that “funny” isn’t just one thing, nor is “thrilling.”

“It’s not about ticking off a genre checklist anymore,” said Sonal Kabi, Director & Head of Marketing, Prime Video India. “Entertainment today is deeply personal and emotionally immersive. This campaign underlines that, positioning Prime Video as a home to stories that make us laugh, cry, gasp, and reflect. Our goal is for audiences to not just watch, but feel these stories — and that’s a promise we continue to deliver.”

Speaking about the campaign, Manoj Bajpayee said, “What I love about Prime Video is that it reflects the complexity of our lives. In The Family Man, my character juggles saving the country and family dinners — and that’s real. This campaign is rooted in the same idea: that stories today are layered and emotional. It was fun playing a version of Srikant Tiwari catching feelings instead of catching criminals!”

Samantha added, “Every character I play, like Raji in ‘The Family Man or in Citadel: Honey Bunny’, is an emotional journey. It’s never just action or drama. That’s what makes this campaign so relevant — it understands how we view content today, emotionally and intuitively. Prime Video doesn’t just deliver shows; it delivers experiences.”
Suyash Barve, Head of Creative at MANJA, explained the thought behind the campaign: “With so much content available, genre definitions have blurred. We don’t just have comedy or action — we have multi-hyphenated shows that blend tones and formats. This campaign takes that reality and leans into it. You don’t want just ‘funny,’ you want the right kind of funny. The emotional nuance matters.”

The campaign reinforces Prime Video’s positioning as India’s most loved entertainment platform, offering a diverse and relatable catalogue that cuts across geographies and sensibilities. With content that continues to redefine boundaries and emotions, Prime Video’s message is simple: Whatever you’re feeling — it’s on Amazon Prime.

Watch the ad films here:
🔹 Manoj Bajpayee: https://youtu.be/_9TuOVOLWao
🔹 Samantha: https://youtu.be/2wsq22RVroU