Big Bazaar's Eid campaign brings alive the ethos of unity

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | July 04, 2016
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Created by DDB Mudra, the film hinges on the themes of compassion and religious harmony.

As the holy month of Ramzan draws to an end, preparations for Eid celebrations are in full swing. Cashing in on the festivities, brands are gearing up to attract consumers. Future Group's Big Bazaar, in association with the creative agency DDB Mudra, has launched a new TVC.

The film starts with a female Muslim doctor who is setting out to have her meal before dawn, as is the custom during the period of Ramzan. But, before she can start, a nurse comes to call her for an emergency. The doctor does not compromise with her professionalism, and leaves her food to attend to the patient who is in labour. The doctor will now be able to eat only after the sun sets.

In the evening, when she returns to the ward to check on the patient, the patient's relatives (a Sikh family), thank her whole-heartedly, acknowledging the doctor's sacrifice. The doctor humbly states that she's only done her duty. It is now time for the evening prayer, and she requests their permission to go and break her fast. A relative of the patient requests her to break her fast with the family, and sets a table with various delicacies.

"This is the first time I prepared a table, hope all is fine," the relative says as she removes a couple of apples from a Big Bazaar bag and they all start eating together. With this, the 40-second film comes to an end.

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