Amazon: Saheli – Using silence as a means to drive action

Leo Burnett

Amazon, the online marketplace, used a programme to engage female entrepreneurs in India to increase the number of products handmade by Indian women available on its platforms.

Campaign details

Brand: Amazon.inBrand owner: Amazon Sellers Private LimitedLead agency: Leo Burnett OrchardCountry: IndiaIndustries: Online retailMedia channels: Events & experiential, Online video, Public relations, Social media, Word of mouth, advocacy

Executive summary

Encouraging entrepreneurs to sell on Amazon is critical to Amazon's success in India. But this business priority could be a vanguard to address one of the most critical social issues of India – the issue of gender inequality. India's gender equality stats are some of the worst in the world.

We realised that gender politics had its roots...

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