Zee releases emotionally rich campaign #YehDiwaliKissonWali

ZEE Entertainment truly stands for its extraordinary storytelling with ompelling content, characters that are close to home and rooted in culture by capturing stories from many Bharats. When it comes to the festive season, there are countless stories that unfold on the streets filled with the festive spirit. It’s truly an experience going to your local city market with your friend, parent or even your partner and you are sure to return home with little moments of laughter and surprise from your visit. This Diwali, OptimiZEE, the social content hub at ZEE celebrates such stories that  strike a chord with a one-of-its-kind purpose-led campaign #YehDiwaliKissonWali.

Nothing compares to the personal touch and camaraderie you share with the local shopkeeper and the little nuggets of laughter, wisdom or surprise that comes with taking a tour of your local city market which the films beautifully encapsulate.

Featuring veteran actors including the evergreen Zarina Wahab, Avtar Gill and Virender Saxena, and rolled-out across ZEE’s social platforms, the heart-warming films portray a relatable moment and the countless stories that unfold with the message #YehDiwaliKissonWali. Depicting a saree shopping visit and another couple on a cutlery shopping spree, the feel-good films each bring alive a unique story that unfold on the streets. Be it Sarojini Nagar market in Delhi or fashion street in Mumbai, OptimiZEE urges viewers to shop local to help them rediscover the small joys of helping your neighbourhood business and creating memories this festive season.

Commenting on the unique campaign, Kartik Mahadev, Head, OptimiZEE said, “Stories come into existence when real connections happen. In the post pandemic world, while digital transactions have helped many businesses flourish and given consumers convenience, it has also brought with it a tyranny for small businesses who thrive on the footfalls from the neighbourhood. ‘Stories’ emerge when people connect. With this belief, the campaign encourages people to make a local shopping trip, experience a story and make their Diwali shopping trip a memorable one, while also supporting the neighbourhood business.”

Sharing his views on the campaign, Jigar Fernandes, Founder, tiqui-taka, and the director of the films, said, “A visit to the local shop often rewards us with interesting moments. Through two such moments the campaign highlights the joy of local shopping and asks the viewer to go experience their own local shopping stories this Diwali. It was a privilege working with legends like Zarina Wahab, Avtar Gill and Virendra Saxena. Their timeless charm is the soul of the films."

Sharing her views, actor Zarina Wahab said, “Festive season brings back a lot of childhood memories. Growing up, I would always frequent Begum Bazar at Hyderabad with my family. I remember my eyes would light up seeing all the wonderful decorations and new items. Even today, going to my local city markets is therapy to me. Thus, it brings me great joy to collaborate with OptimiZEE for this campaign that we’ve collectively put together with a lot of heart. I strongly urge people to share their shopping stories and spread the love.”