Below The Line
Amazon India boxes it up for 2025 Mahakumbh Mela attendees
MUMBAI: If you are Amazon, you have to do something different, something amazing, something out of the box, right? Which is what Amazon India has done.
In a heartfelt endeavor to enhance the experience of attendees at the 2025 Mahakumbh Mela, Amazon India is stepping beyond conventional boundaries with its innovative “dibbon se badhkar” (More than just boxes) initiative.
Amazon India director growth & marketing (CMO) Pragya Sharma emphasised that true innovation lies not just in creating new products, but in transforming lives by seizing meaningful opportunities.
In collaboration with the Mahakumbh Mela authorities, the ecommerce giant has repurposed its iconic cardboard boxes into portable beds. These thoughtfully-designed beds are providing a much-needed oasis of comfort for tired attendees at vital locations including the lost and found center, the Kumbh hospital, and for the Kumbh police. The beds serve as a sanctuary, offering respite to those navigating long festival days and nights.
“Our initiative goes beyond conventional thinking; we’re transforming the very boxes we use into a solution that brings comfort and convenience,” said Sharma. “This is a testament to our collective commitment to serving communities with care and thoughtfulness.”
This innovative idea aligns seamlessly with Amazon’s mission to enrich daily lives. As hundreds of millions gather in Prayagraj for this monumental event, the “dibbon se badhkar” initiative stands as a small yet significant step towards delivering much-needed care and comfort.
MUMBAI: Jayaram Nair, a seasoned brand activation guru, has launched Intensity, a joint venture with Tribes Communication, and is relocating to Bengaluru to spearhead the new venture. Nair, who boasts 26 years of experience in the cut-throat world of BTL media, is promising to deliver “high impact solutions” across India’s sprawling marketing landscape.
“I’m excited to announce my new gig,” Nair declared on LinkedIn, “Intensity is a fresh venture, a JV with the award-winning Tribes Communication. We’re talking integrated brand building, folks, and we’re ready to get going.
Nair’s resume reads like a who’s who of Indian advertising, with stints at Cheil India, Percept Ltd, and Publicis Groupe. He’s a self-proclaimed “growth specialist,” “motivator,” and “change leader,” with a knack for P&L management and a “practical approach” to problem-solving.
“I’ve been around the block,” Nair quipped, “From Mumbai to Gurgaon, I’ve seen it all. Now, I’m bringing that experience to Bangalore, but let’s be honest, the whole world’s my playground.”
Intensity, backed by Tribes’ extensive network across 14 cities, is set to offer a full suite of brand building services, from live events and retail branding to loyalty programs and gaming events. Nair’s experience in “dark marketing” (read: cigarette promotions) suggests he’s not afraid to tackle tricky briefs.
“With a handpicked team and a pool of top-notch partners, we’re ready to fuel growth,” Nair asserted. “We’re not just building brands; we’re building empires.”
He will be operating from Bengaluru, but it is clear his ambition is to take on the whole of the Indian market.
This move marks a bold step for both Nair and Tribes, as the duo aims to carve out a significant slice of India’s burgeoning marketing pie. With Nair’s experience and Tribes’ reach, they are setting their sights high.
