This Diwali, Amazon.in appreciates its superheroes with a special #Sellerbration

Amazon.in has been consistently and relentlessly working with its sellers to transform the way India buys and sells. And now, as a part of its festive preparedness, the brand has launched #Sellerbration – an integrated marketing campaign to acknowledge and celebrate the hard work and dedication of its sellers.

Every year, crores of customers gear up to shop during the festive sale season. Needless to say, it’s essential that they get a new and relevant selection of products to shop from. This cannot be achieved without the hard work and preparation of the sellers who work with Amazon India. To acknowledge this contribution of its sellers, Amazon.in put them in the limelight through their seller-facing integrated mass media campaign – Amazon #Sellerbration. The 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. Through the drones, the films simulated customer walk-ins, facilitating customers to virtually share their wish list with sellers in addition to highlighting how they transcend geographies to fulfill millions of the smallest Diwali wishes. 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, “Kyunki unki tayyari se hi toh desh ki Diwali roshan ho jati hai”.

Apart from 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 BIG 92.7 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. The show was extended through an on-ground leg, where RJs went to local marketplaces talking about the customers’ wish list, which were displayed on an LED-mounted van.

In order to have a singular communication with sellers Amazon.in created a seller-facing microsite under the #Sellerbration campaign umbrella. The microsite communicated the campaign thought and hosted many offers for the sellers to start, manage and grow their business on Amazon. In addition to this, the microsite also displayed tips for selling during Diwali and testimonial videos of successful sellers from previous Diwali.

Elaborating on the creative idea behind the campaign, Vinod Lal Heera Eshwer, 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."