Amazon announced the launch of Mission GraHAQ Campaign

Amazon India announced the launch of "Mission GraHAQ"- a multi-phase campaign on consumer education and awareness through street plays (Nukkad Naataks). With this campaign, Amazon aims to proactively interact with online shoppers on ground zero and reiterate its commitment towards greater customer trust and choice in a growing ecommerce sector. In the first phase, the street plays will be organised across 100+ cities and towns in Karnataka, Tamil Nadu, Haryana, Uttar Pradesh, Gujarat and Delhi.

As per the reports the street plays will commence in Tier 1 cities, but will primarily focus on Tier 2 and Tier 3 cities and towns where a certain level of hesitancy still exists to shop or pay online. Performed by artists in open marketplaces, each of these plays will be 8-12 minutes in duration, followed by an audience feedback session. The plays will touch upon available avenues of grievance redressal, duties of online shoppers, ways of safe online payments and aspects of product information.The plays will be enacted in local languages/dialects to maximise the impact and outreach on-ground.

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