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Amazon India encourages entrepreneurship through a partnership with Sui Dhaaga

As the much-awaited film of the year Sui Dhaaga releases today, Amazon India has teamed up with Yash Raj Films to promote the entertainer through a pan-India TV and digital campaign.

Aligning with the plot of the film, Amazon India encourages entrepreneurs to become Amazon Sellers and reap the benefits of selling their products not just in India but globally too.

Building a business can be a Herculean task and that’s why a little bit of inspiration can help business owners take decisions that lead to big growth. Hence, as Yash Raj Films announced the release of their new movie Sui Dhaaga, wanted to promote the story of the young couple in the film, as it resonates with business owners and entrepreneurs on the platform. In fact, the story is similar to some of the inspiring stories of their existing sellers.

The partnership and execution are conceptualised by Leo Burnett Orchard and Publicis Entertainment.

Speaking about the partnership, Gopal Pillai, Director & GM, Amazon Seller Service, “The story of Sui Dhaaga beautifully captures the entrepreneurial spirit of a seller with big dreams and aspirations. In our constant endeavour to transform the way India buys and sells, we stand with lakhs of such sellers in their journey to succeed and turn their dreams to reality. The core message of the film and the spirit of the protagonists resonate strongly with that of the Amazon sellers and hence the association. With the festive season around the corner, this also inspires sellers to register on and reach out to more than 300 million customers from India and across the globe.”

Said Neel Roy, ECD – Leo Burnett Orchard, Bangalore, “The moment I chanced upon the Sui Dhaaga story plot, I knew we had found the perfect match for Amazon Sellers. Amazon is a one-of-a-kind platform that gives wings to business dreams. And the transformation story in Sui Dhaaga was the perfect fit for us.”

Pranay Anthwal, Executive Director, Publicis Entertainment says, “Branded entertainment is where brands meet entertainment. This is a co-marketing (outside of film) association for our brand Amazon with the film Sui Dhaaga. We are happy to be of use to our key clients as well as to the industry. Through this promo film, we hope to reach as many entrepreneurs and get them to sell on Amazon.”

To further amplify this collaboration, there is also a unique trailer to the film, with Anushka Sharma and Varun Dhawan encouraging business owners to sell their products globally by registering on


Amazon Seller Services

Satish Upadhyay – Head Marketing

Omkar Joshi – Senior Marketing Manager

Shubham Seth – Marketing Specialist


Agency Credits


Agency Name: Leo Burnett Orchard

Chief Operating Officer: Prashanth Challapalli

Executive Vice President and Branch Head: Menaka Menon

Executive Creative Director: Neel Roy

Account management: Syed Nabeel, Crystal Carvalho

Account Planning: Priyanka Krishnan

Entertainment Agency
: Publicis Entertainment
Executive Director - India: Pranay Anthwal



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