- Title: Ummeed Ke Chehre #PayYourRespect
- Brand name: Amazon Pay
- Released on: May 31, 2021
Amazon Pay has announced the launch of UmmeedKeChehre – a digital-led campaign to salute the unseen and unsung heroes of this pandemic who continue to work tirelessly to help and support others. The campaign unfolds with a digital film that captures the efforts and commitment of individuals and groups, including the frontline staff, lab technicians and lesser-known heroes like drivers, watchmen and many more who are selflessly doing their best for the society and people. The campaign runs across multiple media channels to connect and encourage people to join the movement. It also encourages everyone to share a ‘Thank you note’ for their Covid Hero on their own social media channels using #PayYourRespect.