Big Bazaar India and DDB Mudra West bring ‘Paper Patakha’ back with #YehDiwaliSabkiWali

The festival of light is back and so is the time to bring all the Paper Patakha out! During Diwali 2015, Big Bazaar, the largest hypermarket chain in India, created impactful conversations about a safe, harmless Diwali celebration with their ‘Paper Patakha’ film. As an extension to the ‘Paper Patakha’ thought and the ongoing ‘Shubh Shuruvaat’ campaign, this year Big Bazaar and DDB Mudra West have crafted yet another heart-warming, clutter breaking piece of communication.

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The intent of the film is to make this Diwali celebration inclusive of everyone. During Diwali, while every nook and corner of the country gets brightly lit and people rejoice with delicious food and merriment, there are a few who get left out. With this film, the brand wishes to invoke the deep rooted kindness we often get distracted away from and to promote the thought of including everyone in the celebration, making #YehDiwaliSabkiWali.

The film has a heart-warming storyline of a Big Bazaar employee visiting a blind school after finishing his shift at the store and celebrating Diwali with the kids there. Gathering them around, he narrates everything he can see around, thus becoming the kids’ eyes. The film progresses to show the employee bursting Paper Patakha with the kids and celebrating the festival with them. Hence, encouraging people to celebrate this Diwali, with everyone.

The campaign is being led by the film and is being supported by print, digital and on-ground activations. The on-ground and digital communication from the brand will follow this same concept of ‘inclusive celebrations’. The print ads, on the other hand, will showcase Big Bazaar’s wide range of festive gifting options. The brand and the agency have also planned interesting activations like longest Paper Patakha ladi to promote the concept of Paper Patakha and inclusiveness further.

Quoting on the campaign, 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 emphasize further on the brand’s value of inclusiveness. The campaign is led by a heart-warming 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 added, “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.”

Credits –

Agency Production: Vishal Sane, Aditya Akolkar