Pillsbury’s Diwali campaign promotes #GiftKoPersonalBanao
The campaign tries to establish a new age gifting alternative urging consumers to replace ordinary gifts with Pillsbury’s Cookie Cake gift box
Diwali is one of the largest gifting seasons of the year, and gifting has become quite generic, traditional and obligatory. The insight here is that meeting with family and friends during Diwali has transcended into more of an obligation and giving gifts has lost its personal touch. Overtime, we have lost that touch with our childhood friends, extended family, etc.
Pillsbury Diwali campaign’s objective is to bring about change in this traditional gifting convention and showcase how personalisation of gifts is the only way to gift this festive season. The campaign has been promoted by Schbang, an integrated digital solutions agency.
The film is based on the premise of rekindling relationships, particularly those of cousins. Here, a group of cousins have lost touch over the years and the personalised gift box acts as the enabler for them to reconnect with each other upon reminiscing over old memories. The personalised gift box acts as a conversation starter and is symbolic of a box of memories. The photo printed inside the box represents the ‘memory’ element of the relationship.
The campaign tries to establish a new age gifting alternative and urging consumers to replace ordinary gifts with Pillsbury’s Cookie Cake gift box to rekindle their relationships.
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