The OBJECTIVE

Food Basics wanted to increase brand awareness and consideration among the South Asian community; ultimately drive store visits and be part of the South Asian household for Diwali.

Challenge

South Asian penetration rate was low and there was not enough awareness about the availability of South Asian products at Food Basics.

The Strategy

Food basics celebrated Diwali by giving its customers a sense of home-like feeling. A sentimental connection was built with the tagline “Diwali ka Swaad, Food basics ke sath,” and the campaign exhibited enticing offers and deals on popular South Asian foods across new media like Google, Facebook, YouTube, and TV. In-language messaging and Diwali motifs added to the vibrant and celebratory feel of the digital creatives and videos to appeal to its audience.

Results

The Diwali campaign garnered spectacular results with over 3.2 million responses (clicks+ impressions) and 500k unique visitors. In addition, video ads gained 500k views along with a 96.80% viewable rate.