CONCEPT NOTE

It’s the festive season. Everyone is worked up about what they are going to wear, which sweets they want to savour and whose Diwali party to attend. Amidst all this chaos, one thing that remains constant is India’s favourite hobby - shopping. Keeping this insight in mind, this festive campaign communicated that ‘CASHe Hai toh Diwali easy hai’. Relatable problems were addressed across the three films - a bonus delay, double the trouble when you want the same item as your sibling, and the FOMO of not purchasing the most trending item in the market. For a unique brand positioning during the festive season, we avoided the usual emotional angle and ideated a simple, short, and direct script for each ad. CASHe was established as the one-stop solution for quick money needs during the festive season. "