WLDD uses humour and the wrestler’s larger-than-life persona to highlight Amazon’s festive deals and home-upgrade proposition.

What happens when The Great Khali no longer feels quite so great? Amazon and WLDD turn that question into the central idea of their latest campaign for the Great Indian Festival.

The campaign opens with the wrestling icon surrounded by ageing belongings, broken objects and a home that appears to have lost some of its former glory. His larger-than-life persona is given a humorous twist as even “The Great” Khali finds himself in need of an upgrade.

The answer comes through Amazon’s Great Indian Festival, where a wide selection and festive deals give Khali the opportunity to replace his worn-out essentials and refresh his home. As the upgrades roll in, so does his greatness – bringing the campaign’s central thought to life.

Created by WLDD, the culture-led, social-first media tech company, the campaign uses a simple, character-led narrative to make Amazon’s festive shopping proposition entertaining and relatable.

Arihant Jain, CEO, WLDD, said the campaign was built around the idea of using humour to earn attention during the crowded festive season.

Shiv Nair, Senior Creative Director, WLDD, added that the team started with the visual of a larger-than-life Khali looking unhappy in an empty home, before his iconic “Great” persona provided the campaign’s storytelling hook.

The Great Indian Festival begins October 8, bringing the campaign’s upgrade story to life.