Money Mart wanted to make new inroads into the Hindi/Punjabi speaking South Asian audience and foster an emotional bond to get more business from the community. The challenge was to ensure that their existing campaign “Little Big Things” remains the same and ethnic essence is added to it for reaching South Asian audience.
The core idea was to highlight key occasions where Money mart has helped the customers achieve financial stability and grow in life. 4 life-events were shortlisted where South Asian family splurge a lot – Education of kids, Overseas Travel, Moving expenses (Shifting to a new home), and Festival Celebration. Since all these occasions are related with delightful moments, a campaign was created around the thought – “For Your Small Big Happy Moments”.