Campaign details
Brand: KindleBrand owner: AmazonLead agency: Ogilvy & MatherCountry: IndiaIndustries: Mobile devicesMedia channels: Online video, Print - general, unspecified, Product sampling, Sales promotion, Social media, TelevisionBudget: 1 - 3 million
Executive summary
Because reading should never stop
Indians were aware of Kindle, but weren't purchasing. Reading was a very emotional experience for them, and they just couldn't see a "device" fulfil that. They were happy with their books, making Kindle's task of driving the Indian e-reader category a very difficult one.
This feature-led campaign repositioned Kindle...