To upsell Walmart as an ideal place for the South Asian community to save on their favourite foods, the retailer rolled out an integrated print, digital and OOH campaign that used clever word-play. With a mix of English and Indian words, shoppers were invited to a nearby store where they could save annas (small change) on bananas; chutta (change) on bhutta (corn); or dough on naan. Online, the ads perform four times the standard among the South Asian community, with click-through rates of 0.33%.