Ram Madhvani Takes Kindle on an Epic Sri Lankan Adventure

A young man journeys from busy Mumbai to a remote Sri Lankan island all to share his love of books with a group of children in this moving new campaign for Amazon’s Kindle Paperwhite. The creative was devised by Orchard Bangalore, a Leo Burnett agency,  with Raj Deepak Das as Chief Creative Officer and the TVC was directed by Equinox director Ram Madhvani (Ram is also represented by Great Guns outside of India).

The TV campaign is accompanied by a longer 3 minute cut of the film that takes viewers on a subtle yet emotional journey. 

Fans of Ram’s work will probably know him best for his extravagant spot Cannes Lions-winning Happy Dent Palace spot, the action-packed first person spot Hippo Baked Munchies and, more recently, his satirical Bollywood musical-style spot Beautify Your World for Greenlam. This film, however, sees the director take a more introspective and ponderous approach as he creates an emotionally engaging story. 

Amazon launched Kindle in India in June 2013 and this campaign represents a chance for the global mega-brand to create a campaign enriched with local flavour.