Reliance Fresh Diwali campaign goes viral, crosses 3 million views in 48 hours

Campaign, conceptualised by Utopeia, is based on the theme of doing something good for others and bringing a smile to their face

e4m by Sarmistha Neogy
Updated: Oct 25, 2016 8:36 AM
Reliance Fresh Diwali campaign goes viral, crosses 3 million views in 48 hours

On account of Diwali, Reliance Fresh has released its latest emotional spot, conceptualised by Utopeia titled ‘#BadiDiwali’. Based on the theme of doing something good for others and bringing a smile to their face, the brand has connected strongly with online consumers.

The campaign is being received extremely well and there are a lot of positive conversations around the brand. In the last 48 hours, the 0.50 second video has already got 3,158,649 views, on Facebook alone it has garnered 1,328,472 views, and on Twitter it has got 250,000 impressions.

In the midst of marketing, where all the brands are talking about discounts and offers, Reliance Fresh has managed to stay true to the spirit of the festival. The story beautifully captures the essence of touching someone’s life with an act of kindness. It shows the protagonist inviting the parents of her maid for Diwali dinner, without the latter knowing about it. This little surprise planned by the lady of the house makes Diwali special for everyone.


Creative execution:

Commenting on the creative strategy of the campaign, Sean JC Colaco, co-founder and creative Head at Utopeia said, “When big celebrations happen, it’s usually the small people who get forgotten. A token Diwali baksheesh is all they get. But when you truly open your heart, you will discover there’s room for a much bigger gesture. In this film, the woman of the house (played by Shernaaz Patel) surprises her young maid with a truly ‘bada’ Diwali gift, by inviting her parents home for a Diwali dinner.” 

Elaborating on the strategy further, Mitali Srivastava Hough, Director & Managing Partner, Utopeia added, “Continuing our last year's message of generosity, this year we have captured a fresh slice of it through kindness wherein we wanted to show how some people, who we take for granted but are essential in our life, deserve a special act of kindness too. The staff that works hard for us deserves more than a bonus or extra cash. They deserve generosity of our hearts, and not just generosity of our purse. Afterall, Diwali is also about spreading joy, happiness and kindness. That's why ‘Dil bada toh Diwali Badi’. Incidentally, this film is actually inspired by a true story.”

Below is an excerpt of few conversations on Facebook:

Previous year brand campaign:

Last year, the brand released their Diwali film which showed kids not playing with crackers; instead they come together to do something good for their pets, who feel helpless with so much of noise around them.  It was based on the brand thought ‘Yeh Diwali Ho #DildaarDiwali’.


In fact, Sudarshan Banerjee, Co-Founder & Managing Partner at Utopeia has been quite vocal on social media recently through his tweets where he is saying that the latest Citi bank Diwali commercial #WhatsYourDiwaliDelight is on the similar lines of the campaign which the agency did for Reliance Fresh last year.


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