Mumbai: OptimiZEE, the social content hub at ZEE has launched a one-of-its-kind purpose-led campaign #YehDiwaliKissonWali. Through this campaign, the platform urges viewers to shop local to help them rediscover the small joys of helping neighbourhood businesses and creating memories this festive season.
Featuring veteran actors including the evergreen Zarina Wahab, Avtar Gill and Virender Saxena, and rolled-out across ZEE’s social platforms, the heart-warming films portray a relatable moment and the countless stories that unfold with the message #YehDiwaliKissonWali. Depicting a saree shopping visit and another couple on a cutlery shopping spree, the feel-good films each bring alive a unique story that unfold on the streets.
Commenting on the campaign, Kartik Mahadev, Head, OptimiZEE said, “Stories come into existence when real connections happen. In the post-pandemic world, while digital transactions have helped many businesses flourish and given consumers convenience, it has also brought with it a tyranny for small businesses who thrive on the footfalls from the neighbourhood. ‘Stories’ emerge when people connect. With this belief, the campaign encourages people to make a local shopping trip, experience a story and make their Diwali shopping trip a memorable one, while also supporting the neighbourhood business.”
Sharing his views on the campaign, Jigar Fernandes, Founder, tiqui-taka, and the director of the films, said, “A visit to the local shop often rewards us with interesting moments. Through two such moments the campaign highlights the joy of local shopping and asks the viewer to go experience their own local shopping stories this Diwali. It was a privilege working with legends like Zarina Wahab, Avtar Gill and Virendra Saxena. Their timeless charm is the soul of the films.”
Sharing her views, Actor Zarina Wahab said, “Festive season brings back a lot of childhood memories. Growing up, I would always frequent Begum Bazarat Hyderabad with my family. I remember my eyes would light up seeing all the wonderful decorations and new items. Even today, going to my local city markets is therapy to me. Thus, it brings me great joy to collaborate with OptimiZEE for this campaign that we’ve collectively put together with a lot of heart. I strongly urge people to share their shopping stories and spread the love.”
As part of the purpose-led initiative, the campaign is further bolstered by a user-generated content activity announced across ZEE’s social handles calling for viewers to share their Diwali shopping stories with #VocalForLocal.
Link To Films: