Rather than a conventional endorsement, the film builds on Ananya’s candid reaction to spotting her face on a fuljhadi packet.
Amazon India has unveiled a new festive film for its fashion and beauty categories, featuring brand ambassador Ananya Panday. Conceptualised by Schbang, the film is part of the ongoing Amazon Great Indian Festival and sits under the platform “Banega Sabka Festival Great.”
The idea draws on a viral moment that had already found an audience online. In November 2024, a Diwali vlog captured Ananya spotting her face on a locally sold fuljhadi packet. “I’m on the fuljhadi… that’s my dream,” she exclaims in the clip, which was widely shared across social media.
It is that reaction the campaign picks up and runs with; the film imagines what happens when a fuljhadi packet is only the beginning, and Ananya sets her sights on becoming the face of everything festive. The Great Indian Festival is what enabled her to turn that dream into reality.
While celebrity campaigns typically begin with a brief, this one begins with something audiences already know.
Speaking on the campaign, Amazon India, said: “From discovery to delivery, the Great Indian Festival is designed to keep festive shopping for fashion and beauty simple. This film reflects that approach. It takes a moment the internet already loves and gives it a festive, shoppable purpose, so customers register the idea first and the offer follows naturally.”
Speaking on the campaign, Rajeshwari Rao, National Creative Director, Schbang, said: “The very moment that we were briefed on the Amazon Great Indian Festival campaign with Ananya Panday was the precise moment when Ananya’s viral video from a couple of years back, about her dream of being on a pack of Diwali fuljhadi crossed my mind. In partnership with our amazing clients at Amazon, the team has beautifully weaved this moment into an idea.”
Commenting on the idea, Karthik Krishnan, Senior Creative Director, Schbang, said: “Ananya finding herself on a fuljhadi packet introduced the world to her dream. Our idea was to level up Ananya’s whimsical and endearing ambition to now be the face of everything festive. That’s where the Amazon Great Indian Festival comes in – to enable her to look, dress and gift the part. Ananya already being Amazon’s brand ambassador seemed entirely coincidental!”
The film aims to build awareness and consideration for Amazon India’s fashion and beauty categories during the Great Indian Festival.
The first film is now live on Instagram.
Watch it here: https://www.instagram.com/reel/DegPO6AoXzl/