e-commerce
This Diwali, Amazon Prime urges viewers to log out and spend time with family
Mumbai: Amazon Prime Video has launched a unique campaign to celebrate the festive season, urging its customers & fans to reconnect with their loved ones. In a year that saw people turning to streaming platforms like Prime Video as their preferred entertainment destination, the campaign urges viewers to press pause on the world of Prime Video, and instead celebrate with their family and friends, following all necessary health and safety precautions.
“Over the last four years, we have had the amazing privilege of entertaining our customers with a slate of compelling Amazon Originals and movies across multiple languages. Especially over the last 18 months, as the country went into lockdowns, Prime Video has become the go-to entertainment destination for customers across the country and we are truly humbled by this. At the same time, we want to encourage our customers to take a moment to reconnect and rediscover the joy of togetherness – in real life or virtually,” said Amazon Prime Video (India) director marketing Sushant Sreeram.
The streaming platform is reminding customers that Prime Video and the world of their favourite stories and characters are always going to be around, but they shouldn’t miss the beautiful opportunity to celebrate the festive season with their loved ones. “We couldn’t think of a better way to say this than have some of our iconic characters do it for us! We hope customers enjoy many joyous moments and create some amazing new memories this festive season and we can’t wait for them all to be back to their favourite world of Prime Video,” added Sreeram.
Led by two of Prime Video’s iconic characters, Kaleen Bhaiyya (“Mirzapur”) and Siddhi (“Four More Shots Please!”), the campaign features two films that will run on digital platforms and TV. The films were conceptualised in-house and created and directed by Big Momma Productions founder Sohini Dasgupta.
Actor Pankaj Tripathi who returns as Mirzapur’s Kaleen Bhaiyya in one of the films, said, “I want to tell my fans that Kaleen Bhaiyya would love for them to spend time with their families. Diwali gives us the opportunity to connect with our loved ones and the time spent with them adds to the joy of the festival. Kaleen Bhaiyya and the many characters that you love will be there on Prime Video tomorrow and every other day, but Diwali should be all about family and friends.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
