This video is Future Lions 2013 winner.
There are about 780,000,000 people who can't read or write in the world and people in india accounts for most of them. Amazon saw an opportunity to help solve this problem by entering into the market in India.
The solution is: Awaken by Amazon.
Amazon will collect the books that go unused in developed countries by asking their customers to send them using a box that was sent with purchased items, and then send those books to developing countries with Amazon lables attached. Amazon doesn't waste any books. Books that are left untouched awaken to bring enjoyment once again to many people around the world. Through this project, we can help improve India's literacy and the idea of 'books equal Amazon' will be passed onto new generations.