e4m IDMA 2024: Amazon Prime Video’s Mumbai Diaries Season 2 campaign takes home gold metal
The brand won gold in the ‘Best Banners - Single/ Campaign, Rich Media with or without video’ sub-category
Amazon Prime Video’s Mumbai Diaries Season 2 took home gold metal at the recently held Indian Digital Marketing Awards (IDMA) on July 19. The brand won the prestigious honour under the ‘Best Banners -Single/ Campaign, Rich Media with or without video’ sub-category. The campaign was conceptualised by PivotRoots- A Havas Company.
The 15th edition of the awards was held in Mumbai in the presence of top industry leaders, heads, and experts from the digital marketing sphere. The awards recognised and celebrated brands and agencies for their excellence, innovation and creativity in curating insightful and impressive campaigns in the digital media ecosystem.
Amazon Prime Video’s Mumbai Diaries Season 2 campaign received a thunderous response from viewers as it built up anticipation with its outstanding narrative. The medical drama unfolded against the backdrop of intense Mumbai floods to reignite anticipation. During the pre-launch phase, the brand focused on the weather aspect of the show and executed an API-led roadblock display campaign on glance lock screen.
On X, the brand deployed a hard-to-remind campaign where they placed a post in the spotlight section. Upon liking the post, the users were sent the trailer via DM as soon as it was launched. On the launch day, a special custom hashtag was designed, which when clicked, a custom emoji started raining on the screen, creating a lot of impact. During the launch, the brand focused on the time theme, highlighting how Dr Kaushik often has only seconds to save a life. Through contextual communication, it gave a taste of the medical urgency to the audience.
The Indian Digital Marketing Awards recognise and celebrate the exceptional work and achievements of brands and agencies across eight prime categories, which are further divided into several sub-categories. The major categories include Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small and Medium Businesses, For Start-Ups, Hall Of Fame Awards and Special Awards.
This year, the e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India. The other jury members included industry leaders, seasoned professionals, and renowned personalities from the industry.
