We needed to tell our consumers that Chalo FreshCo had everything they wanted for Diwali at prices they’d love. There was variety: Diwali merchandise that included metal utensils, coins, mustard oil, diyas, mithai, fireworks, decorations, food and some 4,000 grocery items. There was value—  great prices and guaranteed price-matching. And for the “vah!” the store set out Diwali lanterns, special mithai stands and a fireworks zone. To communicate this, we made every ad a veritable mini-pyrotechnics display of persuasion, lifting groceries and celebration above the gratuitous. Every ad was a little firecracker unto itself.  The message: Chalo celebrates Diwali with a bang. The result? Chalo FreshCo boomed during Diwali.

2016 Marketing Awards: Bronze
2016 Summit Creative Awards: Silver

Chalo became headline news as soon as it opened, with major coverage in ethnic, local, mainstream and trade media, and a flood of social media activity.