Amazon India has unveiled a lighthearted new campaign, in partnership with FCB Kinnect, to highlight its sustainability-focused Shop in Product Packaging (SIPP) initiative. The campaign stars an unlikely hero: a retired Amazon cardboard box, now enjoying a peaceful holiday after years of hard work.
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SIPP is Amazon’s initiative to reduce packaging waste by shipping select products in their original manufacturer’s packaging-without adding an extra Amazon box. Today, nearly 50% of orders from Amazon India are shipped this way, reaching over 300 cities and significantly lowering the environmental impact of delivery operations.
In the film series, four short videos or “thumbstoppers” use humour and relatable everyday situations to show what life looks like for a box that’s no longer needed. By removing itself from the shipping equation, the box becomes a metaphor for Amazon’s growing commitment to eco-conscious logistics.
Abhinav Singh, VP of Operations, Amazon India & Australia, said, “Our packaging reduction efforts are now reaching millions across India. Through this campaign, we aim to raise awareness and make sustainable choices more visible and accessible.”
Henna Pande, EVP North at FCB Kinnect, added, “We wanted to celebrate sustainability in a warm, human way. The idea of a box on ‘retirement’ brings the concept to life with charm and relatability.”
Nishant Pratap, Group Executive Creative Director, noted, “This isn’t just about packaging-it’s about reimagining impact through storytelling that resonates and sticks.”
The campaign runs across Amazon India’s digital and social channels.
