Prime Video has rolled out a campaign #ItsOnAmazonPrime, featuring actors Manoj Bajpayee and Samantha to highlight its show offerings across moods, genres, and emotions that resonate with audiences.

Conceptualised by Manja, the campaign comprises two ad films.

In the first film, Manoj Bajpayee asks his wife what they should watch, to which she casually replies, “something funny.” Curious, he digs deeper: what kind of funny? There are so many kinds. He then takes her (and the audiece) on a journey through the many shades of humour available on Prime Video, from Call Me Bae to Happy Family and beyond. As his day progresses, he continues the emotional dissection at a grocery store, he tells the cashier there’s not just one kind of anger, linking each to shows on Prime Video. From a badminton court to an electrician’s visit, Bajpayee is on a mission to prove that genres aren’t one-note. The film wraps up with him back on the couch, urging his wife to be specific, given the sheer variety. But she remains firm: “Funny is funny.”

The second film, in Tamil, features Samantha in her vanity van, prepping for a shoot. When her assistant informs her about a delay, the two decide to watch something on Prime Video. Samantha suggests a thriller, prompting the assistant to respond, “Thriller is just thriller.” That’s all the cue she needs, Samantha launches into an animated explanation of the different shades of thrillers, citing examples from Inspector Rishi to The Boys. Energised by the idea, she begins educating the entire crew on set, even chasing down the light guy in full costume to prove her point. The film ends the same way with Samantha back in her vanity van, asking her assistant to be specific. But the assistant stays true to her original line: “Thriller is just thriller.”

What we think about it: Cleverly repositions the platform as an emotion-first streaming destination, using Manoj Bajpayee and Samantha to spotlight the layered nuances behind seemingly simple genres. While the films smartly mirror evolving viewer behaviours, the brand insight is elevated by charming performances and a narrative that makes the case for specificity in a sea of streaming sameness.

Sonal Kabi, director and head of marketing, Prime Video, India, said, “At Prime Video, we believe entertainment isn’t about ticking genre boxes - it’s about delivering experiences that emotionally connect with customers. 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.”

Suyash Barve, head of creative, Manja, added, “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.”

CREDITS:

Client: Prime Video

Creative agency: Manja   

Director: Vinil Mathew

Production house: Breathless Films

Executive producer: Swadha Kulkarni