Featuring Manoj Bajpayee and Samantha, the campaign highlights how Prime Video connects through emotion

Prime Video has launched a new brand campaign titled “Every kind of emotion. It’s on Amazon Prime”, spotlighting the platform as a destination for stories that resonate across moods, genres, and human experiences. Anchored by two films starring Manoj Bajpayee and Samantha, the campaign focuses on the emotional power of storytelling over traditional genre categories.

Sonal Kabi, Director & Head of Marketing, Prime Video India, said:
“Entertainment isn’t just about categories – it’s about emotional connection. This campaign reinforces our commitment to delivering diverse stories that truly move and engage audiences.”

Manoj Bajpayee, reprising a twist on his Family Man character, said:
“This campaign reflects how we watch content – seeking thrill one moment, and warmth the next. It’s a smart, emotional take on modern viewing habits.”

Samantha added:
“Every role I’ve played is emotionally unique. Prime Video captures that same essence in the way we watch content – based on what we feel. It’s not just about genre, but the emotion each story brings.”

Conceptualised by MANJA and directed by Vinil Mathew, the campaign humorously explores how today’s content defies labels – blending thrillers, dramas, comedies, and more. As Suyash Barve, Head of Creative at MANJA, notes:
“With so much content, viewers don’t ask what genre-they ask what feeling. Prime Video offers it all.”

The campaign is live across digital, social media, and outdoor platforms, celebrating Prime Video’s emotional range.