Amazon
Directed a documentary-style pilot for Amazon, spotlighting small business success and distributed via a WhatsApp-first B2B campaign.
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what was needed
Amazon India wanted to connect with small business owners from Tier 2 and 3 cities, many of whom weren’t active on social media. They needed a relatable, trust-building content format that would speak directly to sellers and show what’s possible on the platform.
what i did
I developed the concept for a seller-led docu-series and directed the pilot featuring Sleepy Owl Coffee. I also scripted the film and helped design a WhatsApp-first distribution campaign that reached directly into both Amazon & LBB's seller and trader networks across India.
Amazon’s seller campaigns in India had mostly focused on metro audiences and digital channels. But the next wave of sellers was coming from smaller cities, offline networks, and communities that weren’t always active on social media. That’s where this project stepped in.
I created a new format for Amazon India called Seller Success Stories; a mini-documentary series highlighting how real entrepreneurs have grown their businesses through the platform. For the pilot, I directed a short film featuring the founders of Sleepy Owl Coffee, telling their story in a way that felt honest, aspirational, and grounded.
Instead of relying on traditional digital distribution, we launched a WhatsApp-first campaign that shared the video directly with trader groups and seller communities across India. This allowed us to bypass typical algorithms and reach the people who actually needed to see the story.
The response confirmed the approach worked. It helped build trust in markets where brand storytelling still has to earn attention, and it laid the groundwork for a scalable, narrative-led series tailored to sellers outside the usual bubble.
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