Bengaluru: Amazon.in has launched #Sellerbration– an integrated marketing campaign to acknowledge and celebrate the hard work and dedication of its sellers.
Amazon #Sellerbration campaign was executed in 2 phases across print, digital, radio and on-ground media to reach across diverse seller communities in India. The first phase focused at recruiting new sellers and encouraging existing sellers to add product selection while the second phase thanked the sellers for burning the midnight oil in order to put the ‘Happy’ in India’s Diwali.
Talking about the campaign, Archana Vohra, Director, Seller Enablement, Amazon India said, “Diwali always gives us reasons to celebrate. As customers across India get their wish lists ready, we at Amazon.in are also appreciating the toil and effort of our sellers who ensure that they source and stock the best products for customers, in preparation for the festive sale. Our sellers are our real heroes who work day in and out to make sure that customers have thousands of options available to choose as Diwali gifts for their family and friends. Through this campaign we strive to onboard new sellers and also encourage existing sellers to increase their selection. We applaud the indomitable spirit and enthusiasm of our sellers and thank them for lighting up everyone’s Diwali.”
The campaign was conceptualized by Leo Burnett Orchard and went on air with digital films that interestingly leveraged drones to break through the festive clutter. The film also conveys to sellers the massive growth opportunity that awaits them on Amazon.in during the festive season, inviting them to register their businesses online with the e-commerce giant.
The second phase of the campaign was kicked off with a digital film on October 3. The film titled “Thank you, sellers of India” is a poetic ode thanking the sellers for their efforts, “Kyunkiunkitayyari se hi tohdeshki Diwali roshan ho jatihai”.
Apart the brand film, Amazon.in also released a montage, which was a continuation of the drone films aired in the campaign’s first phase. Through this film, the customers thanked the sellers for fulfilling their Diwali wishes.
As a part of the campaign, the business growth opportunity for sellers was also showcased using a radio show executed in association with Big92.7 FM. As part of the show, popular RJs hosted virtual meet and greets between sellers and customers striking meaningful conversations around the customer’s Diwali wish lists.
Elaborating on the creative idea behind the campaign, Vinod Lal HeeraEshwer, Executive Creative Director, Leo Burnett Orchard says, “Online sellers never get to see their customers, and don’t have an emotional bond, for they don’t know the role they play in customer’s lives. We brought them ‘face to face’ in a unique manner, while staying true to our task of recruiting more offline sellers to sell online. Think of it as putting a ‘face to a name’, if you will! The creative execution of the film strikes an emotional chord, and we are confident that viewers will now see sellers in a whole new light.”
Agency Name: Leo Burnett Orchard
Chief Operating Officer: Mahuya Chaturvedi
National Head of Strategy: RohitashShrivastava
Vice President and Branch Head – Bengaluru: Sharmine Panthaky
Executive Creative Director: Vinod Lal HeeraEshwer
Creative team: SiddarthShervegar, Jaydhrit Sur
Account management: Savvy Durham, Crystal Carvalho, Arpita Sarkar
Strategy team: Priyanka Krishnan
Production House: Light Box Films
Director: Joyeeta Patpatia
Producer: Imran Khan