Leo Burnett in India brings alive joy of reading in campaign for Amazon Kindle Paperwhite range

Orchard Bangalore, a Leo Burnett’s agency, recently kicked off a campaign for Amazon Kindle Paperwhite in India. The campaign is also the first for Amazon’s Kindle Paperwhite range in India.

The 3-minute film depicts the journey of an avid reader who goes through different emotions as he reads a story on his Kindle while he is in a plane, a train, a bus, and then in a boat to reach a tiny village, only to read a story to a bunch of excited kids.

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The narrative showcases how the Kindle Paperwhite delivers the ultimate reading experience. Banking on the insight that uninterrupted reading is important for avid readers, the creative team at Leo Burnett India delivered a narrative that not only highlights the many features of the product, but also brings alive the joy of reading. The commercial also facilitates sharing the joy of reading among its target audience.

Speaking about the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett India said, “Our overall objective was to communicate that, today, Kindle is the best device for reading. It is your reading buddy that can travel with you across time and spaces. We needed to let people know that irrespective of the conditions around you, the Kindle will never let you down thanks to its outstanding features. Reading and storytelling are two sides of the same coin and we needed to communicate in a human manner, in a manner that touches the heart and resonates with every avid reader. Using this extremely beautiful story with its memorable music, we wish to inspire people to read more because it is so much easier with a Kindle.”

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