2021 Winner

Ahead of Diwali, Balmoral Multicultural Marketing was tasked with helping Chalo! FreshCo’s deals stand out at a time when radio is cluttered with brands promoting similar offerings. The agency landed on the idea of converting the grocery chain’s weekly Diwali Deals into Shayari (poetry), bringing them to life through melody. With Shayari, an audience typically responds with “Vah” – which roughly translates to “bravo” or “encore.” But “Vah” also happens to be part of the Chalo! FreshCo’s “Variety. Value. Vah.” tagline. So by incorporating “Vah” after every couplet as an audience response in the ads, the agency helped the grocer leverage an existing brand property.

Credits

Sharifa Khan, Balmoral Multicultural, CEO & Founder
Jeffrey Almeida, Balmoral Multicultural, VP & General Manager
Johnson Chang, Balmoral Multicultural, VP, Channel Lead
Ian Koo, Balmoral Multicultural, Creative Director
Donovan D'Souza, Balmoral Multicultural, Associate Creative Director
Yuli Wang, Balmoral Multicultural, Senior Account Director
Antonia Liang, Balmoral Multicultural, Senior Account Manager
Varun Gogia, Balmoral Multicultural, Account Manager
Keshav Kumar, Balmoral Multicultural, Group Media Director
Janice Yi, Balmoral Multicultural, Media Manager
Stephanie Cou, Balmoral Multicultural, Assistant Media Manager
Client: Sobeys Inc. – Marketing Team