Brands
Amazon and WLDD bring back The Great Khali’s ‘Great’ness
Humour-led campaign uses Great Indian Festival deals to upgrade Khali’s home
MUMBAI: Amazon and culture-led media tech company WLDD have teamed up with wrestler The Great Khali for a humour-driven campaign around the Great Indian Festival, turning the wrestler’s larger-than-life persona into the centrepiece of a home upgrade story.
The campaign starts with an unusual problem. Even The Great Khali is not feeling quite so great anymore.
Created by WLDD, the social-first campaign shows Khali surrounded by ageing belongings, broken objects and a home that has seemingly lost some of its former glory. The creative builds on his iconic name to ask what happens when “The Great Khali” no longer feels great.
The answer comes with Amazon’s Great Indian Festival, as deals and a wide selection of products help Khali replace worn-out belongings and upgrade his home.
As the upgrades roll in, Khali’s surroundings begin to match his larger-than-life persona, bringing “The Great” back to The Great Khali.
WLDD CEO Arihant Jain said the campaign was built around the idea that humour can help brands capture attention during a crowded festive advertising season.
“We take being silly quite seriously at WLDD. It helps us understand what people enjoy watching. During a busy sale season, brands have to earn people’s attention. Sometimes, a simple idea and a good laugh do the job brilliantly,” Jain said.
WLDD senior creative director Shiv Nair said the creative began with the visual of a larger-than-life Khali looking unhappy in an empty home.
The team then connected his wrestling persona with the Great Indian Festival, using the idea that the festival could help bring “greatness” back to his home.
The campaign is part of Amazon’s festive push for the Great Indian Festival, which begins on 8 October, with the e-commerce platform highlighting deals and a broad product selection across categories.
For WLDD, the campaign uses a familiar celebrity persona and a simple comic premise to make a functional shopping message, upgrading the home, part of the entertainment.
