MAM
Amazon India launches ‘We Are Amazon’ campaign ahead of Diwali
Mumbai: Amazon has rolled out a new campaign to celebrate its people who play a key role in delivering a delightful festive season for its customers.
The campaign spotlights Amazon employees, associates, and partners who are making sure that customers have a brighter and safer festive season.
At Amazon, there is a peculiar sense of togetherness and warmth that permeates everything that the Amazonians do. This is reflected in every department, every function, and every delivery. All Amazon employees are unique, but still one in spirit, and they have an opportunity to grow personally and professionally while being their authentic selves while contributing to a greater vision.
Sharing her thoughts on the campaign, Amazon Stores India & EM vice president of people & experience technology Deepti Varma said, “At Amazon, people are at the heart of all our decision making and we believe that it’s not only good for society but also good for business. “WeAreAmazon” is a simple effort to exhibit gratitude to all our employees who, with their exceptional and unconventional roles, have become builders, innovators, and have successfully delivered services to customers. We are thankful to all these remarkable people who work relentlessly to delight customers while having fun at work, which is in line with our efforts to become “Earth’s Best Employer” and a “Great Place to Work.”
During the festive season, Amazonians come together to serve customers and offer an exceptional shopping experience while ensuring the safe and reliable delivery of customer orders. The season brings in fun, joy, happiness, and warmth across the organisation where each individual, while gearing up for the festive season, is making sure easy processes for their peers, customers, sellers, and partners.
There are Amazonians from diverse backgrounds who have been working for many years and have been part of the celebrations each year at Amazon.
Senior Manager, Amazon Prime, India senior manager Pallavi Singh believes that teams at Amazon connect deeply and bond with each other, imbibing trust and camaraderie in whatever they do. Amazon India program manager II-payment risk tools Tanujit, who owns tools that help the company prevent bad debt and preserve a risk-free environment for our customers, increased customer shopping during the festive season. It is a crucial time for him and his team to work towards providing customers with a safe shopping experience.
MAM
Xiaomi India launches Redmi Note 15 Special Edition campaign
OML film puts phone through chaos to showcase durability and camera
MUMBAI: If phones could sweat, this one would still keep its cool. In a market flooded with spec sheets and sameness, Xiaomi India has decided to turn up the heat quite literally. The brand’s latest campaign for the Redmi Note 15 Special Edition swaps predictable product demos for a full-blown kitchen meltdown, with celebrity chef Sanjeev Kapoor trading calm composure for controlled chaos.
Conceptualised and produced by OML, the campaign takes a sharply unconventional route. Instead of listing features, it throws the smartphone into a high-pressure dinner service, where Kapoor subjects it to a series of exaggerated, almost absurd stress tests chopping chillies on it, splashing water across its screen, and pushing it through a tense culinary gauntlet.
The message lands without spelling itself out. While the kitchen brigade falters under pressure, the phone does not. By the time a junior chef declares it “cooked”, the device emerges unscathed quietly reinforcing its durability, ultra-slim design, and 50 Master Pixel camera.
The approach reflects a broader shift in how brands are speaking to digital-first audiences. With Gen Z increasingly immune to traditional advertising formats, the campaign leans into storytelling, humour, and cultural familiarity to hold attention mid-scroll. The casting itself does part of the heavy lifting Kapoor, known for his composed persona, appears in an unexpectedly stern avatar, adding an element of surprise that fuels shareability.
For Xiaomi India, the idea was to move away from feature-led communication towards something more experiential. By embedding the product in chaotic, real-world scenarios, the campaign attempts to make performance feel demonstrated rather than declared.
The result is less of an advertisement and more of a content piece, one that understands the algorithm as much as the audience. Because in today’s attention economy, surviving the scroll might just be tougher than surviving a kitchen rush.
