Big Bazaar extends ‘Shubh Shuruaat’ to Diwali with ‘Paper Patakhas’

Big Bazaar has extended its ‘Shubh Shuruaat’ (Auspicious beginning) campaign launched during the Ganapati festival with a musical anthem, to Diwali. The film for Diwali sans fireworks has been conceptualised by DDB Mudra West.

It opens at a billing counter of a Big Bazaar outlet. A child asks his mom for crackers (patakhas), which she denies. A staff member of the store notices this and introduces the boy to a paper patakha (a paper folded so that creates sound similar to a fire cracker). The boy shares the idea with his friends it soon spreads like fire. People of all ages take to it, in gardens, schools, and homes, among other places. The film ends with the voice over introducing the 'Shubh Shuruaat' theme, as a surprised garbage cleaner walks into a society that’s clean after Diwali night. 

Sadashiv Nayak, CEO, Big Bazaar, said, "Big Bazaar stands for its inclusiveness and its commitment to making India beautiful. At the same time, we are a brand that is constantly innovating. Our new commercial takes our brand ethos forward and proposes an interesting idea of a ‘Paper Patakha' Diwali. It is insightful yet simple and entertaining at the same time. It is about this idea of a Paper Patakha that a kid picks up at the Big Bazaar store and how it catches on among the people. We hope this marks the Shubh Shuruaat of making India even more beautiful."

Sonal Dabral, chairman and CCO, DDB Mudra Group, said, “It has been really exciting to work on the latest 'Paper Patakha' campaign for Big Bazaar, which in its own way every day, is working towards ‘Making India Beautiful’. Not just crackers, brands too create a lot of noise during Diwali with their high decibel advertising. 'Paper Patakha’ consciously keeps away from adding to the noise. Paper Patakhas are part of everyone's childhood. With the simple message that it gives out, and with the joy with which it delivers it, I'm sure 'Paper Patakha' will be loved and shared by the audience. Here’s wishing everyone a beautiful, pollution-free Diwali."

The ad was first released on HotStar, and went live on Big Bazaar’s YouTube channel in mid-October. Radio, print, outdoor, digital and in-store legs had been conceived as part of the campaign.

Credits

Client: Big Bazaar
Creative agency: DDB Mudra West
Chairman and CCO: Sonal Dabral
National strategic planning head: Amit Kekre
President, DDB Mudra West: Rajiv Sabnis
Creative: Rahul Mathew, Nilay Moonje, Manoj Bhagat, Amol Annaldas, Suman Adhikary, Pankaj Nihalani, Mayuresh Wagle, Saurabh Sankpal, Syed Hussain, Anisha Dsilva, Rahul Gate
Account planning: Subash Franklin, Neha Kulkarni
Account management: Sanjay Panday, Luv Chaturvedi, Abhay Bhonsle, Vishwendra Singh Parmar