Prime Video has rolled out a new advertising campaign ‘Every kind of emotion. It’s on Amazon Prime’ aimed at drawing attention to the emotional themes present in its programming and the variety of content available on the platform.
Featuring Manoj Bajpayee, and Samantha in two separate brand films, the campaign spotlights Prime Video as the go-to destination for stories that move, surprise, entertain, and stay with audiences (Source: instagram)
The campaign includes two region-specific advertisement films featuring actors Manoj Bajpayee and Samantha Ruth Prabhu.
The campaign is based on the insight that audiences often choose content based on the emotional experiences they expect from specific genres. It suggests that viewers are not just looking for standard comedic or romantic narratives, but for stories that are layered with multiple emotional undertones such as nostalgia, awkwardness, or tension.
Through short narrative-driven advertisements, the platform aims to highlight the different tones and formats available across its catalogue, which includes programming in multiple languages and genres. The campaign also reflects the increasing segmentation of streaming audiences, with distinct messaging tailored for different markets across India.
“At Prime Video, we believe entertainment isn’t about ticking genre boxes—it’s about delivering experiences that emotionally connect with customers,” said Sonal Kabi, director & head of marketing, Prime Video, India. “This campaign showcases our commitment to delivering a wide range of stories that capture a gamut of feelings that our viewers can relate to. ‘Every kind of emotion. It’s on Amazon Prime’ isn’t just a line—it’s a promise we deliver, day in and day out through our series and movies. Great stories can come from anywhere, and our goal is to ensure audiences don’t just watch them but truly feel and connect with them. We’re proud to be a service that reflects the full spectrum of human emotions.”
Manoj Bajpayee said, “The beauty of entertainment today is that it mirrors our complexity. Just as my character Srikant Tiwari balances national security with family life in The Family Man, Prime Video masterfully balances the full spectrum of human emotions. One moment you're craving a thriller that keeps you on the edge, the next you're seeking the warmth of a heartfelt story. That's what drew me to this campaign - it captures how we truly experience and consume entertainment in our lives. It's smart, it's emotional, it's completely relatable, and it beautifully showcases how Prime Video has become a destination where every emotion finds its perfect match. It was fun to play a version of Srikant Tiwari, who is catching feelings instead of catching bad guys for once!”
Samantha said, “Every role is an emotional journey. From embodying the intensity of Raji in The Family Man to exploring the complexities of a covert operative in Citadel: Honey Bunny, each character has pushed my boundaries in unique ways. What fascinates me is how this mirrors our viewing habits. We don't just watch shows; we seek emotions that resonate with our moment. Sometimes it's the adrenaline rush of a thriller, other times it's revisiting that one scene that touched our soul. That's the magic Prime Video has captured - understanding that stories aren't just about genres, they're about the feelings they evoke. Every story has its emotional fingerprint, and there's something beautiful about having a service like Prime Video that celebrates every shade of human experience.”
Suyash Barve, Head of Creative, Manja, said, “As more and more content gets added to our screens, our classical understanding of genres has become too vague. There is no action on one side and romance on the other. Now, every movie and TV show is a multi-hyphenate. An action-dramedy or a political-espionage-thriller or a political-espionage-action-dramedy. Now, you can choose between comedies that make you laugh out loud or ones that make you chuckle. Horror movies that make your heart stop, or just ones that creep you out. We used this rephrasing of genre to tell our story of range. There’s just so much to watch on Prime Video that you simply have to be more specific. The perfect sutradhars for this journey were of course, our Family Man, Manoj Bajpayee and the star of Citadel: Honey Bunny and The Family Man antagonist, Samantha – both of whom turn a simple discussion on what to watch into a days-long crusade to prove that there’s more than one kind of funny and more than one kind of thriller.”
This move aligns with broader industry trends where streaming platforms are focusing on localised marketing strategies and diversified storytelling formats to reach a wide demographic.
Watch the ad film featuring Manoj Bajpayee here: https://youtu.be/_9TuOVOLWao.
Watch the ad film featuring Samantha here: https://youtu.be/2wsq22RVroU.
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