Brand: Kindle
Target Audience: Ages 18-25
Languages: English, Hindi
Tone and Personality of the Brand: The ads of Kindle tend to give a warm and fuzzy feeling about the joy of reading without any obstacles.
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TVC Script
Scene 1:
On a Goa beach, Maya, a 23-year-old woman, reads on her Kindle. The Kindle shown is the latest Kindle Paperwhite 11th Generation. Soft music plays in the background.
Scene 2:
Maya is seated in a dimly lit economy class in an aeroplane and continues reading, this time with the Kindle’s warm light switched on.
Scene 3:
Maya is in a cab with her small luggage by her side. She continues reading and highlighting some text on her Kindle. The road signs reveal that the city is Mumbai.
Scene 4:
Maya reads in the lift of her building. Her luggage is on the floor.
Scene 5:
Maya enters her apartment. The room she lives in is tiny and has two beds, indicating that Maya has a roommate.
Scene 6:
Maya is in her bathroom with wet hair, still reading on her Kindle.
Scene 7:
Maya is dressed professionally in a white shirt and black pants and is seated in an autorickshaw, again reading on her Kindle. The driver drops her off at a school called ‘Little Hearts Academy’.
Maya enters the school and then enters a classroom called ‘6A’ full of 12-year-old students. The students get up from their seats and say in unison ‘Good morning, didi’. Maya smiles and then writes ‘Robert Frost’ on the blackboard. She then goes to her Kindle library, opens an e-book called ‘Robert Frost’s Selected Poems’ and starts reciting ‘Stopping By Woods on a Snowy Evening’.
Scene 8:
After her class is over, Maya sits on a bench in the garden and puts down her Kindle to correct some test papers. She notices a 14-year-old female student standing outside another classroom ‘8B’.
Maya goes up to the student and says, ‘Hey! Yahan kyu khadi ho? Andar jao.’
The student is scared and replies, ‘Wo... mere paas book nahin hai. Teacher punish karengi.’
Maya peeps inside the classroom and sees everyone with the book ‘Nationalism’ by Tagore on their desks. Maya opens the Kindle store on her Kindle, types ‘Nationalism’ in the search bar, opens the first result and taps ‘Buy now with 1-Click’. She then hands the Kindle to the student and says, ‘Ab nahin punish karengi’.
The student looks at the Kindle screen that now shows the cover of ‘Nationalism’. She smiles at Maya and then goes inside her classroom.
Scene 9:
The background is blurred. The screen now shows the Kindle Paperwhite 11th Generation device, the logo of Kindle Paperwhite and the logo of amazon.in. The audio given below plays in the background:
‘Celebrate the joy of reading and sharing. Celebrate the joy of a Kindle.’
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Note to the Reader: I wrote this TVC script for the new Kindle Paperwhite 11th Generation as part of the task given in the "Writing That Sells" workshop by Terribly Tiny Tales. The task was to create a TVC script under 3 minutes for any brand/product where the target audience is 18-25. My script focuses on giving the message that Kindle is convenient in all kinds of situations, especially if you are constantly on the run and do not have a lot of space to store and carry physical books. It reiterates the joy of easy reading and sharing that Kindle offers.
Image taken from Amazon
