One festive offer, five formats and four languages
A national festive offer has to survive being read in Hindi in Jaipur, Gujarati in Ahmedabad and Kannada in Bengaluru without becoming five different campaigns. The layout stayed fixed, the celebrity pairing and the offer blocks stayed constant, and only the language changed. Formats were chosen for what each market needed: arterial hoardings and pole kiosks for reach, mall facades and bus shelters at the retail end, and lit totems inside the stores themselves.
Holding one layout across four languages and five formats kept a multi-market festive buy recognisable as a single campaign, which is what builds offer recall across a season. Ending the chain inside the store meant the customer met the same offer at the counter that brought them in from the road.
Execution photography from the campaign, captured site by site as each placement went live.