Big Bazaar lights up blind kids' Diwali with paper patakhas, calls for inclusive celebrations

Big Bazaar has built on its 'Paper Patakha' campaign from last year's Diwali, taking it forward with a call for inclusive celebrations this year. The message is, 'Is Diwali sakbiwali'. This film too has been conceptualised by DDB Mudra West. 

 

It opens with a Big Bazaar employee leaving work early. His colleague takes on his duty and wishes him a Happy Diwali. The man changes into a kurta and rides a cycle, taking in the sights and sounds of celebrations along the way while a jingle sets the tone. He enters a building and is greeted by visually impaired children decorating the place in new clothes. They are highly excited upon his arrival. He narrates to them everything he saw on the way. Holding a paper in hand, he talks about bursting crackers and promises them that they will burst the most number of crackers in the city. He teaches them how to burst a 'paper patakha'. The film ends with the children enjoying the 'paper patakhas' and a voice over, 'Chalo iss Diwali ko banaye sabkiwali.' (Come, let's make this Diwali one for everyone.)

 

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 Shuruvaat’ campaign carries its previous year’s ‘Paper Patakha’ concept forward, in order to emphasise further on the brand’s value of inclusiveness. The campaign is led by a heartwarming film that celebrates the humane side of Indian festivals. This new television 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.”

 

Rahul Mathew, creative head, DDB Mudra West, said, “There’s so much humanity and goodness that the festival of Diwali stands for. But somewhere in the cacophony of consumption brands often forget that. Which is where 'Making India Beautiful' is like a guiding light for Big Bazaar. What we started last year with 'Paper Patakha' making Diwali less polluting and more beautiful, we took it forward this year. With the 'Paper Patakha' helping us make it a festival for everyone. And so the thought of 'Yeh Diwali, Sabkiwali'. While in the communication it’s about the physical act of celebration by visually-impaired kids through the 'Paper Patakha'; the message we wish to put out there is one of opening your thoughts and hearts to include more people in your celebrations.”

 

Besides the film, the campaign will straddle digital, print and on-ground activations. 

 

Credits
 

Client: Big Bazaar

Creative agency: DDB Mudra West 

Chairman and CCO, DDB Mudra Group: Sonal Dabral

President, DDB Mudra West: Rajiv Sabnis

National strategic planning head: Amit Kekre

Creative team: Rahul Mathew, Nilay Moonje, Manoj Bhagat , Suman Adhikary, NileshAnjarlekar, Swati Sreekumar, Priyanka Chordia, Vikas Gaur

Strategic planning: MehakJaini, Neha Kulkarni, JaiprakashTekwani

Business management: Sanjay Panday, Abhaysingh Bhonsle, Vishwendra Singh Parmar, Khushboo Trivedi

Agency production: Vishal Sane, Aditya Akolkar