Blink Digital India Pvt Ltd

Amazon India

“Juicy celeb gossip meets juicier deals!”

How do you turn a sale into the hottest gossip of the year? If there are two things that run deep in Indian blood, it’s the love for Bollywood Gossip, and the love for Bargains! For Amazon’s Prime Day 2024, we sparked a nationwide conversation that had people talking about the sale before they even realized it.

This campaign brilliantly used the power of celebrity to spark a nationwide buzz. By making Bollywood star Disha Patani the face of a playful mystery, we turned Amazon Prime Day into the talk of the town. Showing the potential of celebrity marketing that drives business impact when it’s backed by clever insights, ideas and execution.

To create a high-impact, clutter-breaking campaign that would make Amazon Prime Day 2024 the most anticipated sale of the year.  The campaign needed to be fresh, engaging, and have mass appeal while staying relevant to consumers both existing and not-yet Prime Customers

Objective:

• Spread awareness about the sale dates so it becomes unmissable by the audience

• Drive membership engagement and sales

• Ensure the campaign is distinct and stands out from its competitors who also host their biggest sales at the same time
  
  Our Challenges were: 

• With 4M+ products, Amazon has something for everyone. Our first challenge was to craft a campaign that was fresh and unique, yet broad enough to connect with all consumers without feeling either too generic or too alienated

• With key competitors also hosting their biggest sale around the same date, vying for consumer attention, our 2nd challenge was to have people remember, look forward to and engage with Amazon during our sale dates, despite the clash of multiple sales on the same dates

• And lastly the 3rd challenge was an interesting one - how could we leverage  celebrity endorsement that goes beyond DVCs, dance challenges and reels

• To ignite nationwide buzz, we tapped into Bollywood gossip, influencer fandom, and India’s ever-curious paparazzi.
• The plan? Leverage Bollywood darling Disha Patani and her 60M+ fan base, already hyped for her film Kalki 2898 A.D. with Prabhas.
• The execution? A single, strategic clue—Disha sported a cryptic “PD” tattoo. No context, no confirmation, just intrigue. Fans and paparazzi ran wild with speculation, setting the internet ablaze!
  
  Results:

Incognito Photobomber campaign delivered phenomenal results—all with zero media spend.

• Within 24 hrs, Disha Patani’s cryptic “PD” tattoo dominated headlines on Zoom TV, Hindustan Times, News18 etc. Fans speculated—was it a secret romance with Prabhas? A new project? The mystery trended nationwide.
• The hashtag #DishasMysteryPDTattoo caught fire on X, followed by #DishaPatani. Google Search picked up the buzz, while Disha fueled intrigue with cryptic posts.
• Paparazzi content hit 260K+ views, Prime Day made front-page news, and Disha’s reveal video soared to 26M views. The result? A record-breaking Prime Day sale, with 124% more Prime members shopping than last year, 24K+ orders placed per minute & higest engagement

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Digies Awards -
Best Influencer Marketing Campaign
Best Influencer- Brand Collaboration - Won a Silver Award

IAMAI Awards -
Best Digital Advertising Awards - Use of Celebrity Endorser - Won a Gold
Best Digital Content Awards - Best Digital Influencer Marketing Campaign - Won a Silver

Mad over Marketing - Mommys -
Best use of celebrity

ET Brand disruption Awards - 
Best Celebrity Endorsement
Best Viral Marketing Campaign

ET Trendies Awards - 
Retail & Ecommerce

WPI - The Grand Indies Awards 2025
B2C

ET Kaliedo Awards - 
Use of Influencers

Aditi Deochake

Krina Shah

Sukanya Seshadri

Masumi Shrimankar

Rohit Tandel

Prerana Parab

Johnathan DSA

Anuj Rathod