Description
In 2025, a severe cold wave swept over large parts of North India, with temperatures plummeting to 1℃ (IMD press release Jan 2025). This posed serious health challenges, particularly for the millions of already-frail elderly people set to attend the upcoming Maha Kumbh - a once-in-145-year event, which was humanity’s largest ever gathering. This open-air festival, held in just 40 sq.km. saw 660 million devotees descend on the meeting point of two rivers, where the cold wave was likely to be the harshest. While other brands tried to make their presence felt at the festival through product-centric hoardings, stalls, and activations, Amazon chose to address real on-ground problems. Through an innovation born from empathy, we turned our humble cardboard box into an outdoor medium that brought people comfort. Amazon upcycled their cardboard delivery boxes and turned them into comfortable, durable beds. These free-to-use beds were placed at key areas where the elderly could access them.
