Amazon's New Ad Celebrates Uncle-Nephew Bond Through Mangoes

Amazon's new campaign, conceptualized by Media.Monks, highlights the cherished bond between an uncle and his nephew through the love of mangoes.

Under the scorching summer sun, the sweet relief of mangoes is celebrated in Amazon’s latest campaign, *This Summer #DeliverTheLove*. The ad follows an uncle preparing to visit his nephew, meticulously packing mangoes instead of clothes. Reminded by his wife of their mango-eating competitions, he decides to carry the mangoes on the car roof due to excess luggage.

Throughout the bumpy journey, the uncle worries about the mangoes. Upon arrival, they discover the mangoes have fallen off, leaving the uncle disappointed. To cheer him up, the nephew orders a variety of mangoes from Amazon Fresh, including Kesar and Alphonso Ratnagiri.

Recalling their childhood competitions, the nephew invites the uncle to relive the tradition. The nephew fondly remembers how the uncle would let him win by leaving the last mango. Moved by this memory, the nephew offers the last mango to his uncle as a gesture of gratitude. The uncle, touched by the sentiment, responds, "I haven't come all this way just to see you lose," and returns the last mango to the nephew.

This is the first time Amazon is focusing on a specific fruit in a campaign. In April 2024, Amazon Fresh released a campaign with Manoj Bajpayee, emphasizing its commitment to providing top-quality fruits and vegetables with a ‘4-step quality check’. In May 2023, another ad highlighted the advantages of ordering groceries from Amazon over quick commerce apps like Blinkit, Swiggy Instamart, and Zepto. Amazon Fresh promises grocery delivery in 2-4 hours, while quick commerce platforms offer delivery in under 10 minutes.