Execution

Diwali is an Indian festival during which it is customary to buy gifts for the family. Traditionally, Indians gifted gold. But in recent years, they’ve increasingly chosen products like electronics instead. To revive the annual Diwali gold rush in 2011, our integrated campaign highlighted a simple insight - no purchase from 10 Diwalis ago would be as valuable as gold today. As part of the campaign, we created the TV Billboard, a massive non-traditional billboard made of old TV shells. While many of the TV screens were left blank, some had letters on them to spell out our message. The billboard was located at the centre of Mumbai’s jewellery district and maintained there for 9 days at the height of the Diwali shopping season. So people saw our insight brought to life right around the time when they would be deciding what to buy during Diwali.