Amazon Prime Video | Valentine's Day Campaign

PREMI VIDEO > PRIME VIDEO

Brief: Every brand was busy playing Cupid on Valentine's Day. But Prime Video had a different love story to tell.

Because let's face it, some people are more committed to their favourite shows than their actual relationships.

So, for Valentine's Day, Prime Video became Premi Video, turning the platform into a celebration of everything audiences love about entertainment, from fictional crushes and iconic romances to characters they simply can't get over.

The idea? Why compete for someone's heart when you're already on their watchlist?

The Outcome | Pyaar Hua, Internet Fida Hua!

800K+ total engagements across the campaign, 5× the engagement of the previous year's April Fools' campaign.

3 MM+ hero film views and 146K+ engagements, outperforming the April Fools' hero film.

15 brands joined the conversation, including Air India, which introduced a special Premi discount code.

Organic industry buzz, with coverage from Social Samosa, afaqs!, Pitch Magazine, and Moves of Marketing.

A complete brand takeover, spanning social identities, Mumbai billboards, editorial content, posters, emails, push notifications, and the Prime Video app experience.

The biggest win? Prime Video didn't just participate in Valentine's Day. It became a Premi itself, and got the internet to play along.