Amazon has rolled out a campaign, 'Bann Gaya 'The Great' Khali' on Amazon Great Indian Festival', featuring wrestler The Great Khali (Dalip Singh Rana) to spotlight its upcoming sale festival.

Conceptualised by WLDD, the campaign comprises an ad film.

The film showcases the professional wrestler 'The Great Khali' in a humorous narrative where he feels he has lost his signature 'greatness' as his household belongings break and wear out due to his strength. His cook and security guard narrate his downfall throughout the film. However, finally, his sense of stature and joy is ultimately restored by the arrival of the 'Amazon Great Indian Festival', which positions the sale as an opportunity for everyone to upgrade their lives and recapture their own 'greatness'. And Khali once again restores his title, and the film ends with the announcement of the commencement of the sale.

What we think about it: The film does a great job of turning The Great Khali’s larger-than-life persona into a simple, ownable device for communicating the Great Indian Festival, building on Amazon’s previous use of the wrestler while giving the association a fresh narrative. The humour is effective, the idea is easy to grasp, and the campaign succeeds in making a familiar sale message feel fresh, memorable and distinctly Amazon.

Arihant Jain, CEO, WLDD, said, “We take being silly quite seriously at WLDD. It helps us understand what people enjoy watching. During a busy sale season, brands have to earn people’s attention. Sometimes, a simple idea and a good laugh do the job brilliantly.”

Shiv Nair, senior creative director, WLDD, added, “We started with this very funny image in our heads: this enormous man looking sad in an empty house. Then we realised his fighting name gave us the story we needed. If The Great Khali wasn’t feeling great, the Great Indian Festival could bring that greatness back. We wanted to keep that simplicity and let the humour do its job."