Big Bazaar brings ‘Paper Patakha’ back with #SabkiWaliDiwali
The festival of light is back and so is the time to bring all the Paper Patakhas out! During Diwali 2015, Big Bazaar-the largest hypermarket chain in India, created impactful conversations about a safe, harmless Diwali celebration with their ‘Paper Patakha’ film. As an extension to the ‘Paper Patakha’ thought and the on-going ‘Shubh Shuruvaat’ campaign, this year Big Bazaar and DDB Mudra West have crafted yet another heart-warming, clutter breaking piece of communication.
The intent of the film is to make this Diwali celebration inclusive of everyone. During Diwali, while every nook and corner of the country gets brightly lit and people rejoice with delicious food and merriment, there are a few who get left out. With this film, the brand wishes to invoke the deep-rooted kindness we often get distracted away from and to promote the thought of including everyone in the celebration, making #SabkiWaliDiwali
The film has a heart-warming storyline of a Big Bazaar employee visiting a blind school after finishing his shift at the store and celebrating Diwali with the kids there. Gathering them around, he narrates everything he can see around, thus becoming the kids’ eyes. The film progresses to show the employee bursting Paper Patakha with the kids and celebrating the festival with them. Hence, encouraging people to celebrate this Diwali with everyone.
Commenting on the new campaign, Mr. Sadashiv Nayak, CEO, Big Bazaar said, “Big Bazaar’s motto ‘Making India beautiful’ is about creating beautiful memories in our customers’ lives. This year, Big Bazaar’s ‘Shubh Shuruaat’ campaign carries its previous year’s ‘Paper Pataka’ concept forward, in order to emphasise further on the brand’s value of inclusiveness. The campaign is led by a heart-warming film that celebrates the humane side of Indian festivals. This new commercial talks about celebrating Diwali with everyone, which we believe is the true essence behind the spirit of Diwali. The ad is touching, entertaining, and yet delivers a very important message to all of us.”
Link to the film- https://www.youtube.com/watch?v=2K9xSfKs10k
The campaign is being led by the film and is being supported by print, digital and on-ground activations. The on-ground and digital communication from the brand will follow this same concept of ‘inclusive celebrations’. The print ads, on the other hand, will showcase Big Bazaar’s wide range of festive gifting options. The brand and the agency have also planned interesting activations like longest Paper Patakha ladi to promote the concept of Paper Patakha and inclusiveness further.