Reliance Fresh Diwali- a breath of fresh air

Reliance Fresh Diwali- it could truly be described as a breath of fresh air. An initiative by the Reliance foundation to lighten up the life of unprivileged. Reliance Fresh started a heartwarming campaign on one of the most awaited occasions in India, Diwali- "Dil Bada, toh Diwali Badi".
2019 has been a year that has produced advertisements which define the change that is visible in Indian society, one of it being the campaign started by Reliance Fresh.

The word 'bada', which means 'big' certainly has different connotations in the campaign, including 'big heart', 'big celebrations', 'big occasion' and 'big moments'. The advertisement starts with a beautiful story which focuses on the little joys of life that mean more than words could express. It is inspired by a true story where a well-off woman decides to brighten and lighten up the life of her unprivileged domestic house help. The protagonist surprises her house-help by inviting her parents to her house and treating them like her own family members. The new cutlery was taken out to feed them and the house was especially decorated so that all of them could feel the warmth of the festival.

The advertisement was an initiative to bring out the the fact that mere things like the barriers of 'class' or 'status' are being transcended or surpassed and the ultimate feeling of oneness, love, compassion and generosity has devoured in the hearts of people. There is a visible change in the way people have started thinking and acting from that in past. Advertisements, being a strong source of communication, have helped a major portion of the society to change the way they look at the world for better. The Magic Bullet Theory of journalism has worked in the right direction by empowering the overall aura of the world. The advertisements that convey the idea of "Dil bada, toh Diwali Badi" have a solid emotional approach to target the consumers and make way to their heart through their heart. 

Diwali, in true sense, occupies an unparalleled space in the minds, hearts and lives of Indians. On this occasion, Reliance Fresh has conveyed a larger message that the joy of celebrations can only be multiplied by sharing. The second campaign that worked alongside the "Dil bada, toh Diwali Badi" campaign was "Dial-a-laddoo". 

Dial-a-laddoo is a campaign that was run on radios. The listeners of the radios were spurred to join the Big Diwali campaign of Reliance Fresh by giving a missed-call to the Dial-a-laddoo phone number. With every call, Reliance Fresh fed laddoos to the unprivileged children. The overall big Diwali campaign was supported by various activities like "Open Door Diwali" and donations for the unprivileged at the Reliance Fresh and Smart stores.

The overall campaign was run using various media channels like social media, television, radio, on-ground activities etc. The aim of celebrating a 'big diwali' was achieved by encouraging people through the heartwarming story-line to initiate a positive change and share the feeling of compassion among themselves. The idea of using multiple channels helped the Reliance Foundation to reach out to the maximum target and potential audience to actually bring about a change.