Amazon India’s cardboard boxes take a holiday to tell a sustainability story
The campaign’s purpose is to show how packaging changes can have an impact
14 Aug 2025 | By WhatPackaging? Team
Amazon India and FCB Kinnect have launched a campaign to highlight the company’s Ships in Product Packaging (SIPP) initiative. The program ships certain products in their original packaging, which removes the need for an additional Amazon box. The company states that this initiative contributes to a reduction in packaging waste and shipping volume. Watch the campain here.
The campaign consists of four short films or thumbstoppers that feature an Amazon cardboard box on a holiday. The concept is based on the idea that with more products shipping without an outer box, the boxes are no longer required for those orders.
Abhinav Singh, the vice-president of operations for Amazon India and Australia, in a statement said,"Nearly half of all customer orders from Amazon India now ship with reduced or no added delivery packaging, reaching more than 300 cities nationwide and significantly reducing waste for our customers. Our latest social media campaign highlights our packaging reduction efforts as we continue to make it easier for customers across India to make more sustainable choices every day."
Henna Pande, FCB Kinnect as executive vice president of North, also commented on the campaign. "We’re always drawn to campaigns that allow us to tell stories in fresh and unexpected ways," she said. Pande added, "When Amazon challenged us to craft an idea celebrating their sustainability efforts, we knew there was an opportunity to create something truly distinctive. We placed the box at the heart of the narrative and framing it around the idea of a ‘retirement’ or holiday made the concept instantly relatable, universally understood, and a compelling way to bring the message to life."
Nishant Pratap, group executive creative director at FCB Kinnect, explained the storytelling approach: "Through humour and insightful storytelling, our films cleverly showcase how Amazon’s sustainability efforts are quietly but profoundly transforming the ecosystem, one box at a time."