Mumbai: DealShare, India’s homegrown value e-commerce platform, has announced the launch of its latest brand campaign, ‘Mehnat Ki Kamayi, Haq Se Bachao’, following its recent consumer-first relaunch across key markets including Jaipur, Lucknow, Kolkata, and select parts of NCR (Ghaziabad and Gurugram).
The relaunch marks a significant transformation for DealShare — from a next-day delivery model to a 2-hour delivery platform built on the principles of value, savings, and consumer trust. The move reflects the brand’s renewed focus on middle India’s evolving aspirations, powered by a strengthened leadership team, upgraded supply chain, and a sharper, savings-led positioning.
Reclaiming Savings as a Cultural Statement
In a marketplace increasingly dominated by quick-commerce and premium grocery players, DealShare’s new campaign champions a counter-narrative — reclaiming value as the true currency of Bharat’s consumer economy.
The campaign positions DealShare as the destination for value-conscious households who take pride in making their hard-earned money go further. Rooted in the belief that saving isn’t a compromise but empowerment, the platform’s new proposition stands on three foundational pillars: Price, Assortment, and Experience.
It celebrates households that plan, compare, and buy smart, not out of necessity, but out of pride.
“Mehnat Ki Kamayi, Haq Se Bachao is more than a campaign; it’s a cultural stance,” said Kamaldeep Singh, CEO, DealShare. “We want to celebrate the strength and pride that come with smart saving. At DealShare, our mission is to defend every Indian’s right to save, helping families stretch their earnings without compromise and feel proud of every smart choice they make.”
Creative Thought and Execution
Conceptualized by Bates India, the campaign film captures the essence of everyday decision-making — where families constantly balance aspiration with prudence, and convenience with conscience. Told through a grounded, human lens, it celebrates Indian households that plan, manage, and save with quiet pride.
The film humanizes the idea of smart shopping, turning savings into a gesture of self-respect. It showcases how DealShare brings together affordability, trust, and convenience through:
- The lowest savings across local, private, and national brands
- 2-hour free delivery across standard markets
- Transparent pricing with no hidden costs
- Hyper-local sourcing and private labels delivering affordable quality
“The idea was to humanize savings, to show that stretching your rupee is an act of wisdom, not restraint,” said a spokesperson at Bates India. “We wanted the film to feel real, grounded, and emotionally resonant, capturing the dignity behind everyday choices. At its heart, the idea celebrates India’s saver mindset, where saving isn’t stinginess but strength.”
Campaign Rollout
- Lead Film: 45s master + 30s/15s cutdowns
- Languages: Hindi-led with regional adaptations
- Media Mix: Digital, print, OOH, retail, and in-app
- Markets: Jaipur, Lucknow, Kolkata, and some parts of NCR (Ghaziabad and Gurugram)
- Duration: November 2025 – January 2026
Creative Team
- Creative Agency: Bates India Pvt. Ltd.
- Shorties
-Production House: The Unicorn Films
-Director: Debanjolie Bhattacharjee
-Executive Producer: Avishek Ghosh
- Manifesto
-Production House: The Unicorn Films & Gobo Labs
-Director: Hridaye Nagpal
-Executive Producer: Avishek Ghosh
