Amazon was viewed as an American challenger brand. Functional but emotionally disconnected from everyday Indian life. With consumers deeply loyal to local traditions and wary of foreign entities, Amazon needed to build trust and cultural relevance. Products couldn't just be seen as commodities; they had to represent human stories of confidence, independence, love, and belonging.

Behind every product is a human story. "Search For _Life" (aka Find _Life) was an emotionally driven storytelling platform that reframed Amazon’s role from a utility to a life enabler.

We shot real stories of real people across Jaipur, Noida, New Delhi and Kochi during India's festive season, blending the spirit of modern and traditional India. Each product wasn’t just something you buy; it was something that helped you become more of who you are.

With only $200K, our nimble crew produced 5 documentary-style films across 3 states in 2 weeks, battling monsoon rains, wildlife interference, and remote-location challenges. Simultaneously, we activated the campaign across digital, social, experiential, and even the metaverse, allowing people to find and share their own definitions of life through Amazon.

‍

Behind every product is a human story. "Search For _Life" (aka Find _Life) was an emotionally driven storytelling platform that reframed Amazon’s role from a utility to a life enabler.

We shot real stories of real people across Jaipur, Noida, New Delhi and Kochi during India's festive season, blending the spirit of modern and traditional India. Each product wasn’t just something you buy; it was something that helped you become more of who you are.

With only $200K, our nimble crew produced 5 documentary-style films across 3 states in 2 weeks, battling monsoon rains, wildlife interference, and remote-location challenges. Simultaneously, we activated the campaign across digital, social, experiential, and even the metaverse, allowing people to find and share their own definitions of life through Amazon.

‍