2021 Winner

During Diwali, South Asians are bombarded by ads from different brands with different Diwali deals, but Chalo! FreshCo wanted a way to resonate with and build a deeper connection with the community. The traditional Kandil (lantern) is an integral part of Diwali decoration and signifies the win of light over darkness, good over evil. Balmoral used this insight to help Chalo! FreshCo bring the light of Diwali to homes and placed an insert into newspapers with the Chalo! FreshCo branding. However, unlike other Diwali advertising or even the retailer’s own Diwali ads, it didn’t speak of offers, deals or products. Instead it gave simple instructions on how, with a few folds and cuts, a reader could convert the same newspaper insert into a DIY lantern. Through this simple low-cost branding exercise, the retailer was able to stand out amidst a horde of Diwali deal ads.

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
Viraj Ponkshe, 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