MUMBAI: Prime Video is wearing its heart on its sleeve. In a snazzy new brand campaign titled ‘Every kind of emotion. It’s on Amazon Prime’, the streaming giant is trading in genres for gut punches, spotlighting its diverse catalogue through the lens of pure feeling.
The campaign features two punchy ad films—one with national treasure Manoj Bajpayee and another with South sensation Samantha—each crafted for specific markets. But the message is universal: Prime Video isn’t just about what you watch, it’s about what you feel.
Comedy that’s awkward or absurd, love that’s unspoken or unrequited, thrills that sneak or strike—this is entertainment that sticks. The campaign taps into the viewer insight that when audiences scroll for genres, they’re actually hunting for emotional hits—those little jolts of joy, nostalgia, suspense, or heartbreak.
Gone are the days of slotting stories into neat boxes. Prime Video is throwing open the doors to content that’s as layered as life itself—across languages, formats, and cultures.
“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.”
Bajpayee said, “The beauty of entertainment today is that it mirrors our own 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 own 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 own emotional fingerprint, and there’s something beautiful about having a service like Prime Video that celebrates every shade of human experience.”
Created by Manja, the campaign will be deployed through a rollout across digital, social, and outdoors. 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.”
It’s a slick, slice-of-life sell, reinforcing Prime Video’s pitch as India’s most beloved binge-spot. From belly laughs to big sobs, it’s all on tap—and just a click away.
