Let me confess straight off – that I love not only movies that make me cry but also ads that make me cry. You could call it emotional manipulation, I don’t care. Amazon India made such an ad recently – it made me cry and I loved it. It is also an objectively good ad; I find it very convenient to order stuff from amazon and then ‘hand-deliver' it to people on special occasions.
Amazon suggests that people should ‘deliver the love’ personally to ‘special family’. The ad is a shout out and a special Thank You to all those who helped out during the brutal second wave of the pandemic.
The ad has lakhs of views across platforms – and with good reason. The ad tells a touching story – one that we can all relate to.
This is a story that a lot of us identify with. Besides, Sheeba Chaddha effortlessly reels us in – doing an excellent job playing the deeply grateful mother who wants to make a gesture to express her appreciation.
There have been such ‘special families’ families for us all – people who have helped out perfect strangers; who have gone out of their way to just be an empathetic human being.
In just a couple of minutes, the ad tells us a story – and keeps us interested to know what it all leads up to.
The fact is that we’ve all undergone hardship and tragedy or have had loved ones and others who have. This ad is a sobering reminder of what all we’ve gone through and how it makes sense to help anyone in need.
We should also be supporting local craftspeople no question – but it is also true that we are supporting small businesses who sell via Amazon when we buy from the platform as well.
People took the opportunity to thank all the good Samaritans – often complete strangers – who had taken the trouble to help out others in distress.
Many people are helping out others in any way they can. The Amazon ad is a great reminder to us all – to be good citizens by contributing to the community in any way possible. Because what goes around, comes around – and it makes society just that little bit better for us all, doesn’t it?
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