Diwali hai Badi Manao with Reliance Fresh & Smart

Reliance Fresh and Smart launched their latest Diwali campaign, ‘Diwali hai, Badi manao’. The fabulous Diwali campaign empowers the customer to celebrate Diwali in a big way. Hence the campaign exhorts customers to make Diwali truly big, by celebrating it in a deeper and thoughtful way. 

The campaign is running successfully across leading channels PAN India. The TVC is also being endorsed on popular social media platforms like Facebook, YouTube and Instagram.

Conceptualized by FCB Ulka, Mumbai, the 9-film series campaign- ‘Diwali hai, Badi manao’ is about a family making Diwali big in a meaningful way. Each film shows a unique way in which Diwali can be made really big. Be it by changing the tradition of only the women cooking, rekindling love, treating friends like family, or breaking religious barriers by including everyone in the Diwali celebration. The campaign has beautifully sent these messages across, touching many hearts and forming a stronger bond with customers.

Speaking on the occasion, Damodar Mall, CEO Reliance Grocery Retail said, “Diwali is the largest inclusive festival in India. The feelings of Diwali are expressed in various ways. Everyday things which are the small joys of life, that Reliance Smart & Fresh bring to its customers, are also part of the vocabulary of expression in Diwali. #Diwali hai, Badi Manao is a campaign that brings to life 9 such feelings & emotions in each of the crisp, joyful films.”

Sharing insights on the elements of the campaign, Kulvinder Ahluwalia, President - Mumbai, FCBULKA said, “The challenge was to be distinctive with this Diwali campaign where almost everything that can be said has been said. We decided to tap into the cheer of the festival but with a larger message, ‘Make this Diwali a Badi Diwali by doing the right thing’. So, whether it is wishing in person, or the men of the house making the besan ladoo’s or an older man feverishly consuming almonds so that he doesn’t forget his wife, Reliance Smart in a charming and endearing way nudges consumers to do something that makes this Diwali a Badi Diwali.”

Shedding light on the creative aspects, Keigan Pinto, National Creative Director, FCB Ulka, “This campaign was a dream come true for the creative team. When every other brand gives out at the most one message during Diwali, we had 9 different manifestations or cuts of what a ‘Badi Diwali’ can be, cuts that were fresh takes on points such as inclusiveness, anti-patriarchy, keeping your cool, not curbing one’s feelings, reviving your love, staying young, wishing in real and not virtually etc., each making a new kind of big or meaningful celebration and not just random indulgence. I am happy that this campaign really allowed us to paint a wide range of emotions, which I am sure the consumer will be able to relate to. Each expressing that a big Diwali can be a meaningful one. We are really proud of a different Diwali campaign with width and depth both.”

Campaign summary:

Campaign Elements: TVC and Digital

Client: Reliance Smart

Creative Team: Keigan Pinto, Mayuresh Waghle, Rajdatta Ranade, Nittala Rayudu, Sneha Bansal, Amit Kumaran, Vaibhav Dawkhar & Raj Mane

Account Management: Kulvinder Ahluwalia, Tushar Bhatia, Shailee Mehta,

Richa Chhinkwani & Saheef Giriyal

Planning: Saad Khan & Trinolda Colaco

Films Team: Alpa Jobalia & Mazhar Khan

Director of TVC: Vijay Veermal

DOP (of the TVC): Sachit Paulose

Executive Producer: Daniel Amanna

Production House:

Chrome Pictures

TVC Details: 9 Films


Working Titles of Film:







Gift packs


Diwali Wishes


Duration: 25 seconds


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