Amazon Pay announced the launch of UmmeedKeChehre (Faces of Hope) – 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 extraordinary 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.

UmmeedKeChehre, is our digital campaign to thank lakhs of Covid heroes for their commitment and aims to spread a strong message of positivity and hope during these tough times.
Mahendra Nerurkar, CEO, Amazon Pay India

Speaking about the campaign, Mahendra Nerurkar, CEO, Amazon Pay India said. “UmmeedKeChehre, is our digital campaign to thank lakhs of COVID heroes for their commitment and aims to spread a strong message of positivity and hope during these tough times. It salutes the spirit of hope that is being exemplified by these ordinary folks through their extraordinary acts of serving and caring for people and communities.”

Everyone can pay gratitude towards COVID heroes by making donations through our partner NGO’s Milap, Give India, Akshay Patra, Help Age India, Habitat for Humanity, or also have an option to or share an Amazon Pay digital gift card as a gesture with their COVID-19 heroes.

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 COVIDHero on their own social media channels using #PayYourRespect.

To support India’s fight against COVID wave 2, Amazon.in has launched a series of key initiatives. Click here to know more.

Pay Your Respect