Amazon India has rolled out a digital campaign titled #DeliverThanks to celebrate and thank its delivery associates, pickers, packers, sorters and other associates working in its fulfilment and delivery network. Through this campaign, Amazon India called on its customers to extend their gratitude to these associates by sharing simple messages of appreciation using #DeliverThanks on social media.
Conceptualised by Leo Burnett India and produced by Melon Head, the campaign was launched with a film across its owned platforms. Featuring associates from Amazon’s operations network, the digital film gives audiences a glimpse into knowing the people who ensure a safe and timely package delivery. While most customers see only the delivery associates at their doorstep, there are tens of thousands of people working behind the scenes who play a role in fulfilling customer promises in the fulfilment and delivery network.
Amazon India closed the campaign with a second digital film that brings alive some of the messages received from customers and captures the impact of the initiative.
Watch the films here:
Ravi Desai, director – mass and brand marketing, Amazon India, said, “As part of our festive season theme of ‘Khushiyaan’ this year, through this campaign, we wanted to convey how the efforts of our associates have made a significant contribution to our customers’ lives and urged our customers to join us in lauding their relentless work throughout this festive season.”
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Rajdeepak Das, managing director – India and chief creative officer – South Asia, Leo Burnett, said, “During and beyond the festivities, Amazon associates have continued to go above and beyond to fulfil customer orders. With this film it was our endeavour to capture the zeal and dedication of the Amazon associates, and encourage everyone to appreciate their efforts and express their gratitude to these unsung heroes with the #DeliverThanks message. It’s the perfect gesture of a brand living and exemplifying its values.”