Since connecting with the region in 2013, Amazon has grown into the largest online marketplace in India – but many small business owners were initially sceptical of the platform. Weber Shandwick India collaborated with Amazon to devise an ingenious and engaging solution to showcase the profit potential of the online marketplace to brick-and-mortar businesses in India.
Leveraging the traditional chai culture of Indian traders, Amazon India and Weber Shandwick created their own Amazon Chai Cart. Touring throughout the region, the Amazon Chai Cart led to the registration of over 2,000 sellers across 32 cities – the traditional chai break proving the perfect opening for Amazon representatives to talk with businesses throughout India.
In total, the Amazon Chai Cart travelled 15,280 km across 32 cities; serving 37,200 cups of tea to over 10,000 sellers – resulting in thousands of on-the-spot registrations. Covered by 105 publications and engaging two million readers throughout India, the Amazon Chai Cart campaign counts as one of the most successful Amazon seller campaigns in the world to date.
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