Amazon India thanks associates with a digital campaign
The campaign, conceptualized by Leo Burnett India, asks customers to share simple messages of appreciation on social media
Amazon India has rolled out a digital campaign #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.
Driving engagement across digital channels, Amazon India launched the campaign with a film across its owned platforms on 5th November. 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.
Conceptualized by Leo Burnett India, and produced by Melon Head, the film evokes the determination with which each associate operates as an extension of the brand’s promise. The campaign also complements Amazon India’s internal efforts to spread positivity, appreciation and encouragement among these associates who continue to fulfil customer promises. Through this campaign, Amazon India has received thousands of heartwarming messages from customers across social media platforms.
Commenting on the campaign, Ravi Desai, Director – Mass & Brand Marketing, Amazon India said, “This year’s festive season was different and, despite the challenges, tens of thousands of our associates took it upon themselves to ensure that customers could enjoy the festivities in the comfort and safety of their homes. 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.”
Rajdeepak Das, Managing Director – India & Chief Creative Officer – South Asia, Leo Burnett added “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.”
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. Both films received an overwhelming response from customers and across digital channels.
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