Celebrate this Diwali with Big Bazaar's 'Paper Patakha'

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | November 06, 2015
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Big Bazaar initiates communication to bring positive changes in people's lives with 'Shubh Shuruaat' campaign.

In India and across the world, festivals ignite hope for a better tomorrow. The festive season is the time when Indians are most generous and are open to accepting new, positive changes. This presented an opportunity for hypermarket chain Big Bazaar to reinforce its ethos and strike a chord with millions of Indians.

With the intent of keeping its promise to make India beautiful, Big Bazaar had earlier initiated a communication to bring positive changes in people's lives with its 'Shubh Shuruaat' campaign, introduced during this year's Ganapati festival. The integrated campaign kickstarted with a two-minute long anthem, specially composed by music director duo Salim-Suleiman. The anthem ran as a multi-lingual radio campaign that wished listeners a 'Shubh Shuruaat', in all walks of their life.

Big Bazaar's 'Paper Patakha' campaign for Diwali

And now, with the commencement of Diwali celebrations, Big Bazaar aims to leverage the occasion and lead conversations on festive celebrations through emotive and impactful communication yet again. The chain is back with an extension to the 'Shubh Shuruaat' with the 'Paper Patakha' ad film, this time. The 'Paper Patakha' ad film shows a Big Bazaar staff member introducing the 'Paper Patakha' to a kid, who passes on the idea and popularises it further. The idea of a better and cleaner Diwali using 'Paper Patakha' soon spreads and is followed by many people.

'How to make #PaperPatakha' ad

Led by TVC, this concept is being amplified through radio, print, outdoor, digital medium and in-store activations. Quirky events like 'Longest ladi corporate challenge' and 'Paper Patakha in the streets of India' are being planned across the country to spread the thought.

Speaking about the campaign, Sadashiv Nayak, CEO, Big Bazaar, says, "Big Bazaar stands for its inclusiveness and its commitment to make 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."

Sonal Dabral

The concept of the new 'Patakha', as well as the film, are already receiving appreciation amongst consumers, with more than four lakh views and 37,000 clicks on HotStar alone, after the ad film's exclusive premiere on the app. The film has also gauged more than three lakh views on YouTube, along with numerous conversations about #PaperPatakha on Twitter and Facebook.

Sonal Dabral, chairman and CCO, DDB Mudra Group, comments, "It has been really exciting to work on the latest 'Paper Patakha' campaign for Big Bazaar, which works towards 'Making India Beautiful' every day. Not just crackers, but brands too, create a lot of noise during Diwali with their high decibel advertising. 'Paper Patakha' consciously keeps away from adding to the noise. 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."

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