The Trust for Retailers & Retail Associates of India (TRRAIN) and Retailers Association of India (RAI) have unveiled the #KhulkeBoloThankYou campaign for 12 December – celebrated as Retail Employees Day. It aims to thank retail associates for their service and contribution through the pandemic. The campaign, conceptualised by Contract Advertising, looks to gather one million thank yous.
The film showcases people conversing with their local shopkeepers, delivery men and retail associates. It ends with by asking viewers to add the words ‘thank you’ to their shopping list for Retail Employees Day.
B.S. Nagesh, founder, TRRAIN said, “Since inception, our sole endeavour at TRRAIN has been to empower and uplift the retail employees by bringing a lasting impact in their lives. With Retail Employees Day, the idea is to give back to this community of our everyday heroes by recognising their untiring efforts with the clarion call of #KhulkeBoloThankYou. Celebrating those who work tirelessly through the year, this year’s campaign aims to set newer benchmarks with the goal of gathering one million thank yous. With the movement now in its tenth year, we strongly urge all brands and the people across the country to extend a warm gesture of gratitude to their retailers thus taking the initiative to the next level.”
Bijou Kurien, chairman, Retailers Association of India said, “Being an industry-first initiative, it gives us immense pride to have spearheaded a movement that now has global recognition. Over the years, the movement has garnered tremendous support from leading brands, industry leaders, celebrities as well as people from all corners of the country and globe, who have each echoed our shared vision. It is these little gestures that go a long way in making a difference in the lives of a 43 million strong retail employee community in India.”
Rohit Srivastava, CSO, Contract India, added, “Retail employees hear thousands of requests, demands and pleas from customers every year and it's amazing how they yet manage to cater to each and every one of these – with amazing consistency and a ready smile. It is this simple thought that anchors our creative campaign for RED 2020. This year, of course, they have been outstanding frontline warriors too, responding to customer needs and calls and delivering to millions of doorsteps – in the face of personal risk and an infrastructure quite under-prepared for a pandemic of this scale. This makes this year’s celebration of Retail Employees’ day, even more meaningful and special."