Kindle’s new TVC pays inspiring tribute to readers; captures their enchanted world

Amazon Kindle has introduced their second TVC titled ‘We are the Readers’, which takes the readers through the world of story -telling and captures the enchanting world of the readers. The 0.34 second film is a beautiful narration of people who love to read, no matter, where they are. And to help them keep up their reading habit is the Amazon Kindle. Unlike the previous campaign, which introduced the readers to the features of the product, the new ad shows how the Amazon Kindle has become an integral part of every reader’s lives.

Click here to view the ad:

The brand is engaging with the online audience through the hashtag #WeAreTheReaders and there is positive sentiment with people speaking well about the new campaign. They are also having everyday contests to keep the excitement level high among the users.

Below is an excerpt of tweets from Amazon Kindle India:

Tweet us a picture of the drink that goes best with your Kindle. win an ebook voucher! #ContestAlert #KindleontheGo pic.twitter.com/KPIXrOvmD7

— Amazon Kindle India (@KindleIndia) September 15, 2015

If I had #kindleunlimited I would.... Complete the sentence to win an eBook voucher worth Rs. 500/- #ContestAlert #kindleindia

— Amazon Kindle India (@KindleIndia) September 8, 2015

Ask Unlimited.1:30-2:30 pm today. Go to http://t.co/7Y8V6id7HE to ask. #kindleunlimited pic.twitter.com/FLyxnT5reV

— Amazon Kindle India (@KindleIndia) September 10, 2015

Meet Abhishek, among our first #kindleunlimited users. Here's what he loves about Kindle Unlimited @baxiabhishek pic.twitter.com/0IVKdioLbx

— Amazon Kindle India (@KindleIndia) September 14, 2015

Below is an excerpt of Twitterati talking about the new campaign.

Lovely new campaign by @KindleIndia #WeAreTheReaders ...really enjoyed it. Whose gravelly voice is that?

— Arjun Siva (@arjun_siva) September 12, 2015

I never felt that "books r books A device can't match it" thing. I love reading on my devices Because #WeAreTheReaders @KindleIndia nice ad!

— anvita (@anvitanath) September 13, 2015

Nice ads by @KindleIndia - focussing on the experience of using the product rather than merely touting tech specs. #wearethereaders

— Amit Bhowmik (@amitvelo) September 14, 2015

@KindleIndia #wearethereaders ad is awesome! Just one thing that got my attention- the ad features only women/ girls. Do men not read? :)

— mOkSh siNhA (@moksh) September 12, 2015

Last year, the brand had their ‘Celebrating the joy of reading’ campaign, through which, they introduced their Kindle PaperWhite. It was a three-minute long emotional video and was conceptualised by Leo Burnett. The primary goal of the earlier film was to introduce e-reading as a concept, keeping in mind our culture and emotion. The ad narrated that we are a country, where storytelling is an integral part of our culture. We remember stories told to us by our grandmother, mother and sister, and connect with them emotionally. Therefore, the campaign brought out these emotions which are deeply ingrained in all of us and at the same time, introduced the readers to the whole new world of Kindle by presenting its features.

Click here to view the previous ad: