Amazon Prime Video - Jaggu Dada Mode
Concept | Script | Creative Direction | Strategy
The Challenge
Amazon Prime Video wanted to create a video for April Fools Day that was disruptive, shareable, and made the brand dominate the conversation on the internet on April Fool’s.
The Campaign Idea
Jackie Shroff, a well known star on the Prime Video roster, has a very specific vernacular that’s distinct and loved by all. So we introduced a faux feature called ‘Jaggu Dada Mode’ where we gave the audience a glimpse into what their favourite movies and shows would sound like in Jackie Shroff’s manner of speaking. A documentary-style video sold the faux feature, and the video became one of APV’s best performing videos ever.
The Results
Jaggu Dada Mode broke many records for APV, becoming the best performing asset across all campaigns in the past two years. The video also garnered 48M organic views across all platforms, with 758K Engagements (vs. social avg of 26K), 53K shares and a view-through-rate (VTR) of 53.5%.
Amazon Prime Video | Jaggu Dada Mode